AIPIA Congress 2019

Kezzler expands serialization and traceability operations in Asia

By Jenny Eagle

- Last updated on GMT

Kezzler to discuss FrieslandCampina case history at AIPIA. Photo: Kezzler
Kezzler to discuss FrieslandCampina case history at AIPIA. Photo: Kezzler

Related tags Kezzler AIPIA Frieslandcampina Intelligent packaging

Kezzler has expanded its serialization and traceability operations by opening an office in Singapore, appointing Pengfei Zhang as director of pre-sales and delivery.

The Singapore office is one of two service points Kezzler now has in the region, after the company opened its first Chinese office in Beijing in July this year. 

Consumer engagement

In addition to Singapore and China, Kezzler’s global network of offices includes Norway, India, the US and the Netherlands. 

Christine Akselsen, CEO, Kezzler, said the expansion follows increasing demand for serialization and traceability business and consumer engagement services in Asia. 

We have the proven technology to secure supply chains and fight counterfeit products in Asian markets​,” she said. 

With Asia being one of the fastest-growing consumer markets in the world, there is an increasing demand for us to expand in the region. Kezzler offers solutions to companies, protecting their brands and building trust with consumers​. 

Our technology platform can save companies large amounts in lost revenue, gain supply chain insights, while keeping consumers safe​.” 

We look forward to growing our work in the region further and building on 16 years of pioneering innovation in the industry, with the objective of solving real-world problems such as unauthorized distribution, changing regulatory requirements and the need to ensure traceability and sustainability throughout the supply chain.​” 

Zhang has been senior engineering architect at Kezzler’s headquarters in Oslo since July 2018. He joined Kezzler after 11 years with Schlumberger, where he was a senior software engineer and architect, based out of their Beijing R&D Center and Oslo Technology Centre. 

Kezzler has previously deployed technology in Asia for major multinational brands across sectors ranging from fast-moving consumer goods and agricultural inputs to pharmaceutical products and luxury items. 

Supply chain transparency

Through the application of secure, traceable codes to every product item, the company helps companies overcome unauthorized distribution and the challenges posed by counterfeit goods, increase supply chain transparency, and supports consumer engagement. 

Previous brands that have deployed Kezzler’s technology in the region include FrieslandCampina​, Benckiser Group and Pfizer Viagra.

Kezzler was selected by FrieslandCampina, to provide global traceability services for its infant formula brand, Friso using TrackEasy, which was launched in Hong Kong in August this year followed by a global roll-out in China, SEA and Europe.

The project involves the application of traceable identities to each tin of product. By tracking the products from milk collection, production process, quality checks, packaging to export, the technology eliminates concerns regarding fraudulent products

The QR code was printed on the tin with a second code placed inside, in selected markets for traceability and loyalty and promotions programs.

The Friso brand is manufactured in The Netherlands and sold in 25+ markets globally. As the product moves through the supply chain, data from upstream production partners, such as dairy farmers, and downstream participants, such as importers and distributors, is associated with each unit using Kezzler's tracebility platform.

“We live in a world of complex, global supply chains. To properly ensure food safety, brands need to have full visibility from ingredients through to consumption for every product sold. We are proud to support FrieslandCampina in their mission to bring safe and sustainable products to consumers. I am convinced that this level of transparency will soon be expected for all consumer products,” added​ Akselsen.

Johan Borg, CTO, Kezzler will be presenting the case study with Hans Wessels, senior project manager and Rob van Stek, project manager, both from FrieslandCampina at the AIPIA​ (Active, Intelligent Industry Packaging Association) Summit Amsterdam Conference Centre Beurs van Berlage, in Amsterdam from November 18-19, 2019. 

Click here to register​ for the AIPIA event. 

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