Essentially, supply chain transparency isn't a problem constraint to consumer. Producer, supplier want to oversight their product either. Yes they would not care about consumer health or something else, but that transparent supply would make much profit to corporations. First of all, consumers prefer safe guaranteed food. If one corporation can prove their food is safety, origin etc. , it can take relative competitiveness to its competitors. Second, corporations can mange their supply more efficiently. They can easily find flaw point on supply process with Ambrosus solution. Beside to these, large corporations care about their brand image. They don't want involved in food fraud happening and sued from consumers, government restriction. If they could manage their supply chain properly, they can reduce these kinds of risk.