Transparency is no longer just a plus – it’s an expectation. But after labelling scandals, supermarket shoppers are sceptical of brands' claims. Tech startup Provenance uses Blockchain technology to increase transparency about how and where foods are sourced from.

Authenticity has long been a buzzword in marketing, but with 51% of people saying that less than half of brands create ‘authentic’ content, there’s a significant disconnect with audiences. Canvas8 spoke to Dr. James Oakley to find out what factors affect whether something is seen as genuine.

American retail giant Walmart announced its first foray into beef production, as the grocer announced the launch of an end-to-end supply chain for its Angus beef. The move comes amid growing distrust of food production among shoppers, with a renewed desire to provide transparency to customers.

Although 76% of Americans take dietary supplements, the efficacy of vitamins in health and beauty regimens is questionable due to poor regulation. With pills and sachets that are tailored to individual needs, Care/of is hoping that transparency will get people taking vitamins more seriously.