Alibaba, a Chinese leading platform for global wholesale trade, in collaboration with Australia Post (AusPost) and leading natural health company Blackmores, is using blockchain technology in order to combat the rise of counterfeit food being sold across China.

The project also involves professional services firm PwC is an adviser. The joint project aims to increase the traceability of food products using blockchain technology, by reducing the risk of fraud and ensuring that Australia remains a trusted exporter of high-quality food.

According to Bob Black, Australia Post Executive General Manager Parcels, and CEO of StarTrack, the project would help guarantee genuine products arrive safely into the hands of Chinese consumers.

“We are delighted Alibaba has invited us to create an innovative platform, which will track food from paddock to plate, strengthening the supply chain,” Black said. “The initiative will leverage our secure, reliable and fast service to support the authentication of Australian products bound for the Chinese market. Our food producers have a global reputation for being a clean, green and safe provider of food and we are pleased to help deliver a solution to enhance the integrity of their produce.”

Blockchain technology’s potential to enable up-to-date audits, increasing transparency between producers and consumers, will help in obtaining crucial details from suppliers about where and how their food was grown and map its journey across the supply chain.

The recent partnership follows after AusPost and Alibaba signed an agreement last month to extend Australia Post online storefronts beyond China to Malaysia, Singapore, and Indonesia.