By: Doug Baker, Vice President - Industry Relations, Private Brands, Food Marketing Institute

It’s not the start of a joke: I recently learned a lot about data integrity by witnessing a conversation among a pilot, a programmer and a blueberry farmer.

I joined attendees from various industries last week at the U.S. Chamber Technology Engagement Center (C_TEC) and its new TecExec Series discussing the role of technology in agriculture, retail and the grocery industry. The Kroger Co. was chosen by the U.S. Chamber to contribute to the inaugural session and host several tech-talks among senior executives. The U.S. Chamber also gave Leslie Sarasin, president and CEO of Food Marketing Institute, the opportunity to moderate a diverse and unlikely panel representing a senior aviator and paratrooper for the U.S. Army and Coast Guard, an expert in RFID technology and a family-owned blueberry farmer and private equity investor.

The panel explored how influencing the supply chain with the use of technology drives assurances and efficiencies from farm to table, especially with regard to the safety of the food supply. For instance, per the panel, one of the recently released regulations from the Food Safety Modernization Act requires temperature controls of food products as it moves from processing facility to its final destination. Without technology, appropriate recordkeeping of the temperatures controls would be a manual process and thus more subject to error.

In order to maintain accurate information and drive down operating costs at the store level, it’s imperative to centralize maintenance work and allow store personnel to focus on creating a customer experience. On the consumer side, grocers can consider data solutions that take time out of the customer’s shopping trip by organizing store layout against shopping lists; providing a better experience via digital coupons and promotions based upon shopping patterns; and ultimately improve the check-out experience.

The message coming from the event at the U.S. Chamber encouraged businesses to be a part of the conversation with regulators at the very beginning with regard to technological advancements and innovations. Panelists emphasized the need to share knowledge and information about the uses of technology to positively move the industry forward.

Technology certainly enables the path to modern retailing. As a goal, we must ensure it remains at the forefront of any B-to-B conversation.