How IBM uses blockchain to connect coffee drinkers and farmers


Jason Kelley: I’ll tell you, when I start to talk about blockchain, I almost want to pull it back because blockchain is just a technology–I often call it just “the B-word.” Even though it’s emblazoned across my chest, it’s more about what are we bringing out here as a capability at CES 2020? You think the title itself, “Consumer Electronics,” so it’s all about the consumer, the end user, and the outcomes that we’re talking about here is trust and transparency. An end user who not only takes in this wonderful aroma of coffee but says, “I want to know where that coffee’s coming from. I want to know that that coffee is, first, good quality–it’s like actually what I’m buying. And what if I really like it, and I want to know not just who shipped it, but what about that farmer? How can I see with that level of transparency?”





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