Blockchain is entering the mainstream in China – and it is not via crytocurrency. This spring as JD.com, Alibaba’s only real competitor in China, is planning to use the technology to verify the beef deliveries to its customers. Authentication is important to Chinese consumers because of their concern about food safety. JD.com’s process will track each cut of beef from the farm in Australia to the front door of the customer’s home.
Blockchain, the underlying technology for the currency, is really “just an extremely secure and un-editable digital ledger system.” As such, it can be used for authentication in any number of ways – from fine art to food. The advantage in regard to food is that it will allow for speedy tracking of food-related diseases back to their source. Naturally, we imagine its uses in an advertising space that begs for authentication. Source: Business Insider