Traceability and supply chain complexity: confronting the issues and concerns

Purpose - The purpose of this paper is to examine the recent horsemeat scandal in European markets. The paper is primarily interested in how this scandal has festered and what perhaps ought to be done to ensure consumers get what they feel they should be getting. It also attempts to identify the lapses that have created the basis for this to happen. Design/methodology/approach - The paper mainly draws on reports in the media and discussions generated following the scandal to assess the issues under consideration. It also looks at the issues surrounding the global supply chain environment and provides solutions on how to strengthen the weak links in the meat supply chain. Findings - The paper finds that the scandal has damaged consumer confidence in the industry's ability to regulate itself. It notes that pinpointing risk has become a difficult struggle as retailers are often inundated with data, and suppliers, for lack of time, have become reluctant to waste time completing check-lists and audits. The paper maintains that there is the urgent need for adequate inspection and a means to incentivise the food industry to police itself much better. It recognises that lack of visibility and a lack of direct influence over suppliers further down the supply chain have led to distinct problems within the food industry. Originality/value - The paper contributes to an ongoing discussion that has been of considerable concern to many consumers. Its importance lies in the fact that it suggests important measures, which, if implemented, could help in ensuring the elimination of fraud in the food chain.