Did you know that 40% of Chinese consumers feel that food safety is "a very big problem" up from 12% in 2008 according to Pew Research Center. Traceability by using Blockchain is not a single magic-bullet to stop fraud, but it is a critical part to reduce food fraud. One of the challenges is that as the supply chain gets longer, an enormous amount of collaboration and transparency is needed. And of course, not all companies are eager to share their data and business practices*).
*) Wonderful Journey 10th August 2017