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Joanie Spencer, editor-in-chief of Commercial Baking

‘Digital drag’ hinders food and beverage brand growth

TraceGains "Digital Drag" report statistics on a laptop screen with a blue and orange background
GRAPHIC COLLAGE BY AVANT FOOD MEDIA | SOURCE IMAGE FROM TRACEGAINS
BY: Mari Rydings

Mari Rydings

WESTMINSTER, CO — When asked what keeps them up at night, leaders in the food and beverage industry had plenty to say, especially in terms of how technologically prepared their companies are to weather economic uncertainty, supply chain disruptions and regulatory mandates.

“Digital Drag: The Growing Gap Between Tech Priorities and Implementation in the Food and Beverage Industry,” a new report from TraceGains, measured insights from 165 food safety, quality and innovation leaders. Nearly 62% of respondents expressed concern over economic instability, with 23% pointing to ingredient and material availability issues and their impact on innovation and new product development as a top worry.

Yet a continued reliance on legacy systems — and a hesitancy to invest in tech upgrades — is keeping many companies from moving forward with future-proofing their brands.

According to the report, 60% of leaders said they are stuck in the implementation phase as they move toward modernization, and 69% said they still rely on outdated manual processes to manage day-to-day external work and document exchanges. For 40% of respondents, perceived complexity and implementation challenges were the biggest blockers to adopting new tools, outweighing even cost. Only 6% of companies reported having fully integrated digital solutions.

“The clock is ticking for food and beverage brands plagued by outdated ERP software and slow-moving consulting models that no longer serve the needs of today’s market,” said Paul Bradley, senior director of product marketing for TraceGains. “Our latest research confirms a shifting mindset from outdated playbooks to modern solutions capable of delivering impact right away and being deployed in weeks, not months.”

The stifling effect of legacy systems

Legacy systems slow down workflow and prevent a company from fully optimizing its operational efficiencies. They also increase the risk of mistakes and regulatory non-compliance.

“It’s all about agility and having an organization that can rapidly adapt to change,” said Kari Barnes, regulatory standards manager at TraceGains. “Whether that’s sudden changes in ingredient cost and availability, unpredictable regulatory changes, additive restrictions, or whatever the next disruption happens to be, brands need to be able to reconfigure supply lines and operations quickly. That’s difficult to do when key operational tools are buried in shared drives or living in a spreadsheet that no one can find.”

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Older enterprise systems, spreadsheets and other manual recordkeeping processes aren’t designed to handle the rapidly changing food and beverage landscape, especially when it comes to compliance and regulatory issues. According to the TraceGains report, only 24% of leaders indicated they would fast-track the purchase of new technology within 90 days if it were required to meet a mandate.

“The evolving regulatory environment is setting up an increasingly patchwork system of enforcement, where there may be huge variability between one facility and another,” Barnes said. “Brands need to set a high bar for safety and quality while rapidly re-working recipes and creating new sourcing relationships on the fly. Many legacy systems and processes are going to struggle with that.”

“Brands that are lagging on tech adoption now will have an increasingly big gap to close.” — Kari Barnes | regulatory standards manager | TraceGains

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Upgrading for operational ease, speed and simplicity

Despite challenges and concerns, 82% of companies said implementing new technology remains a top business priority, outpacing other strategic initiatives. Brands ranked the ability to improve daily operations and deploy solutions quickly above long-term planning considerations.

– 57% cited improved process efficiency and ease/speed of implementation as the top factors driving tech adoption decisions

– 52% stated they would be most likely to invest in new technology if it delivered immediate operational improvements, outranking return on investment (34%) and overall cost (22%)

– 60% indicated they would be significantly or somewhat more likely to adopt a solution if it could be implemented in weeks rather than months

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“Looking into the future, intelligent technologies are starting to become important in down-to-earth, measurable ways,” Barnes said. “We’re moving beyond the initial hype of AI and into applied, real-world use cases. Companies need to take a step back and look at the long-term advantages of greater supply chain agility, greater automation, and faster time to market that digital technology can bring to the table. Brands that are lagging on tech adoption now will have an increasingly big gap to close.”

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