The promised potential of blockchain technology for transparency and fairness in agri-food chains: insights from the coffee sector

In recent years, blockchain technology has emerged as a tool with the potential to enhance transparency, fairness and sustainability within agrifood supply chains. This research contributes to the ongoing discourse on the implications of adopting blockchain, by addressing the issue of the potential of blockchain technology to contribute to fairness within the coffee chains. Starting from a theoretical framework that conceptualizes agrifood fairness and its relationship with blockchain, the research proceeds with an exploration of adopted blockchains’ fairness relevant information in 47 coffee products commercialized by 25 coffee roaster companies. The objective is to assess how specific characteristics associated with both roaster companies and products influence the quantity and quality of fairness relevant information disclosed through blockchain. Data elaboration includes linear multivariate regressions processing information related to coffee roaster companies and products, and assessing the types of fairness information conveyed through the blockchain. By establishing correlations between these characteristics and specific types of fairness, this study reveals that some companies’ characteristics—such as company size and strength of commitment—and some coffee products’ characteristics—such as product storytelling, existence of certifications and presence of blockchain information on the coffee packaging—influence the amount of fairness relevant information displayed on the blockchain platforms available to end users. This suggests that blockchain technology can aid in increasing transparency in supply chains and conveying fairness relevant information to end users. Its effectiveness is particularly significant in companies adopting sustainability oriented measures and appropriate company policies. In these contexts, blockchain can serve to increase visibility of ongoing fairness oriented processes.