Transparency Beyond Environmental Data: Insights from EvokeAG. 2025
May-12-2025
Transparency Beyond Environmental Data: Insights from EvokeAG 2025
Brisbane, Australia – Our team recently attended one of the most influential agrifood innovation conferences in the Asia-Pacific, EvokeAG. 2025, in Brisbane, Australia, where our Founder and Chief Scientific Officer, Professor Jacquie McGlade, participated in panel discussions focused on transparency and traceability in agricultural supply chains.
She was joined by one of our key clients, Danielle Statham, Co Founder of FibreTrace, who shared insights from her pioneering work in the cotton industry.
Holistic Transparency: Beyond the Environmental Pillar
A recurring theme throughout the discussions was the need to expand transparency efforts beyond just environmental metrics. Professor McGlade emphasised that while environmental data was critical, true sustainability must also incorporate a social and financial element.
"This can be a difficult conversation but it’s critical that it is acknowledged,” Jacquie said.
"Transparency and traceability must go beyond just environmental data and address the social impact and prosperity of rural communities and producers because we need a just transition to a nature-positive and low-carbon future.
"Without profitable and sustainable producers, there would be no products on the shelves."
Technology as a Truth Catalyst
Jacquie also discussed how emerging technologies could provide an "incontrovertible truth test" to cut through myths and misinformation in agricultural supply chains. These innovations enable producers and industries to better control the narrative around the wholesomeness and authenticity of their products.
However, to ensure true transparency and accountability, she cautioned that certification schemes must be independently scrutinised and not self-justifying.
"As an exporting country, Australia needs to be radically transparent and embrace new technologies and ways of thinking to meet the expectations of global customers and the next generation of consumers," Jacquie said.
FibreTrace: Radical Transparency in Cotton
Danielle Statham, founder of FibreTrace, shared her journey toward developing physical traceability technology, often feeling she was a “radical” in working to transform perceptions of the cotton industry.
"I was frustrated that cotton was seen as detrimental to the environment, and that I couldn't trace my own fibre back to make my own products," Danielle said.
Danielle highlighted the particular challenges in the fragmented textile supply chain, where fibres get blended together at mills, making traceability especially difficult without physical tracers to follow the journey.
A Collective Responsibility
Both speakers emphasised that transparency is not the responsibility of any single actor in the supply chain. Danielle noted that it required a collective effort involving producers, brands, retailers, and consumers.
"Education is a key part of transparency," Danielle said, stressing the importance of helping consumers understand what data and certifications actually mean, rather than just relying on labels.
She expressed confidence that the technology and data her company provides can help change the narrative around cotton and fibre, shifting perceptions from negative to positive.
Looking Forward
The discussions at EvokeAG. 2025 highlighted that while significant progress has been made in traceability and transparency, particularly on the environmental front, the industry must now tackle the more complex challenges of social impact and producer prosperity.
By combining innovative technology with a commitment to holistic transparency, agricultural industries can build greater trust with consumers while ensuring the long-term viability of production systems and rural communities.
For more information about our work in agricultural transparency and traceability, please contact our team.
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