0:00:01.042,0:00:03.101
In almost all aspects of our lives

0:00:03.125,0:00:07.333
we have perfect information[br]available instantaneously.

0:00:08.042,0:00:11.309
My phone can tell me[br]everything about my finances,

0:00:11.333,0:00:13.559
where precisely I am on a map

0:00:13.583,0:00:15.726
and the best way to my next destination,

0:00:15.750,0:00:18.309
all with a click of a button.

0:00:18.333,0:00:21.434
But this availability[br]of information and transparency

0:00:21.458,0:00:25.083
almost completely disappears[br]when it comes to consumer products.

0:00:26.208,0:00:29.518
If you go to the seafood counter[br]at your local supermarket,

0:00:29.542,0:00:33.351
you can probably choose[br]between several different types of fish.

0:00:33.375,0:00:35.934
But chances are,[br]they won't be able to tell you

0:00:35.958,0:00:39.101
who caught the fish,[br]where precisely it was caught,

0:00:39.125,0:00:41.393
whether it is sustainable[br]to catch it there

0:00:41.417,0:00:43.458
and how it got transported.

0:00:44.083,0:00:46.976
And that holds true[br]for almost everything we buy.

0:00:47.000,0:00:48.768
Every can of soup,

0:00:48.792,0:00:51.309
every piece of meat, every T-shirt.

0:00:51.333,0:00:53.601
We as humans, right now,

0:00:53.625,0:00:57.143
are destroying the only thing[br]we really need to survive:

0:00:57.167,0:00:58.434
our planet.

0:00:58.458,0:01:01.476
And most of the horrible problems[br]that we're facing today,

0:01:01.500,0:01:02.768
like climate change

0:01:02.792,0:01:05.476
and modern slavery in supply chains,

0:01:05.500,0:01:07.226
come down to decisions.

0:01:07.250,0:01:12.934
Human decisions to produce something[br]one way and not another.

0:01:12.958,0:01:15.184
And that's how we, as consumers,

0:01:15.208,0:01:18.184
end up making decisions[br]that harm the planet

0:01:18.208,0:01:19.851
or our fellow humans.

0:01:19.875,0:01:21.958
By choosing the wrong products.

0:01:23.167,0:01:26.518
But I refuse to believe[br]that anybody here in this room,

0:01:26.542,0:01:28.601
or frankly, anybody on this planet,

0:01:28.625,0:01:30.518
really wants to buy a product

0:01:30.542,0:01:33.976
that harms the planet[br]or our fellow humans

0:01:34.000,0:01:35.333
if given the choice.

0:01:36.583,0:01:38.768
But you see, choice is a loaded word.

0:01:38.792,0:01:41.143
Choice means there's another option.

0:01:41.167,0:01:44.184
Choice means you can afford that option.

0:01:44.208,0:01:45.684
But choice also means

0:01:45.708,0:01:49.768
you have enough information[br]to make an informed decision.

0:01:49.792,0:01:54.851
And that information nowadays[br]simply just doesn't exist.

0:01:54.875,0:01:58.125
Or at least it's really,[br]really hard to access.

0:01:59.625,0:02:01.643
But I think this is about to change.

0:02:01.667,0:02:05.726
Because we can use technology[br]to solve this information problem.

0:02:05.750,0:02:08.809
And many of the specific technologies[br]that we need to do that

0:02:08.833,0:02:12.518
have become better and cheaper[br]over the recent years,

0:02:12.542,0:02:15.434
and are now ready to be used at scale.

0:02:15.458,0:02:16.851
So, over the past two years,

0:02:16.875,0:02:18.559
my team and I have been working

0:02:18.583,0:02:22.809
with one of the world's largest[br]conservation organizations, WWF,

0:02:22.833,0:02:26.476
and we've founded a company called OpenSC,

0:02:26.500,0:02:28.833
where SC stands for supply chain.

0:02:29.708,0:02:32.101
And we believe that by using technology

0:02:32.125,0:02:35.476
we can help to create

0:02:35.500,0:02:38.809
transparency and traceability[br]in supply chains,

0:02:38.833,0:02:42.351
and through that,[br]help to completely revolutionize

0:02:42.375,0:02:46.958
the way that we buy[br]and also produce products as humans.

0:02:48.333,0:02:52.184
Now, some of this is going to sound[br]a little bit like science fiction,

0:02:52.208,0:02:54.059
but it's already happening.

0:02:54.083,0:02:55.333
Let me explain.

0:02:56.208,0:02:58.809
So, in order to solve[br]this information problem,

0:02:58.833,0:03:00.518
we need to do three things:

0:03:00.542,0:03:03.809
verify, trace and share.

0:03:03.833,0:03:07.309
Verify specific sustainability

0:03:07.333,0:03:09.143
and ethical production claims

0:03:09.167,0:03:12.018
in a data-based and automated way.

0:03:12.042,0:03:14.893
Then trace those[br]individual physical products

0:03:14.917,0:03:16.601
throughout their supply chains,

0:03:16.625,0:03:19.643
and finally, share[br]that information with consumers

0:03:19.667,0:03:22.101
in a way that truly gives them a choice

0:03:22.125,0:03:24.101
and lets them make consumption decisions

0:03:24.125,0:03:26.934
that are more aligned with their values.

0:03:26.958,0:03:30.268
I'm going to use a real product

0:03:30.292,0:03:34.726
and a supply chain where we've made[br]all of this a reality already:

0:03:34.750,0:03:36.018
a Patagonian toothfish,

0:03:36.042,0:03:39.059
or Chilean sea bass,[br]as it's called in the US.

0:03:39.083,0:03:40.833
Number one, verify.

0:03:41.792,0:03:44.351
Verify how something is produced.

0:03:44.375,0:03:47.184
But not just by saying,[br]"Trust me, this is good,

0:03:47.208,0:03:49.393
trust me, we've done[br]all the right things,"

0:03:49.417,0:03:53.434
but by producing evidence[br]for that individual physical product,

0:03:53.458,0:03:55.726
and the way it was produced.

0:03:55.750,0:03:57.018
By producing evidence

0:03:57.042,0:04:00.809
for a specific sustainability[br]or ethical production claim.

0:04:00.833,0:04:03.684
So for example, in the case of the fish,

0:04:03.708,0:04:07.601
has this fish been caught in an area[br]where there's enough of them,

0:04:07.625,0:04:09.643
so that it's sustainable[br]to catch it there

0:04:09.667,0:04:12.351
and not in a marine protected area?

0:04:12.375,0:04:13.726
So what we're doing here

0:04:13.750,0:04:17.643
is we're taking almost real-time[br]GPS data from the ship --

0:04:17.667,0:04:19.184
the ship that's fishing --

0:04:19.208,0:04:21.434
and that tells us where the ship is

0:04:21.458,0:04:24.018
and where it's going at what speed.

0:04:24.042,0:04:27.184
And we can then combine that[br]with other types of data,

0:04:27.208,0:04:29.976
like, for example,[br]how deep the sea floor is.

0:04:30.000,0:04:32.643
And combining all of this information,

0:04:32.667,0:04:36.809
our machine-learning algorithms[br]can then verify, in an automated way,

0:04:36.833,0:04:40.625
whether the ship is only fishing[br]where it's supposed to, or not.

0:04:41.875,0:04:44.434
And as sensors become cheaper,

0:04:44.458,0:04:46.476
we can put them in more places.

0:04:46.500,0:04:48.851
And that means we can capture more data,

0:04:48.875,0:04:51.684
and combining that[br]with advancements in data science,

0:04:51.708,0:04:54.976
it means that we can now verify

0:04:55.000,0:04:59.018
specific sustainability[br]and ethical production claims

0:04:59.042,0:05:03.226
in an automated, real-time[br]and ongoing manner.

0:05:03.250,0:05:07.393
And that really lays the basis[br]for this information revolution.

0:05:07.417,0:05:09.601
So, number two, trace.

0:05:09.625,0:05:12.684
Trace those individual physical products,

0:05:12.708,0:05:14.726
so that we can truly say

0:05:14.750,0:05:17.476
that the claim that we've verified[br]about a certain product

0:05:17.500,0:05:20.476
actually belongs[br]to that individual product

0:05:20.500,0:05:23.018
that we as consumers[br]have right in front of us.

0:05:23.042,0:05:26.351
Because without[br]that level of traceability,

0:05:26.375,0:05:29.226
all that we've really[br]verified in the first place

0:05:29.250,0:05:32.101
is that somebody, somewhere, at some point

0:05:32.125,0:05:34.434
caught a fish in a sustainable way,

0:05:34.458,0:05:39.351
or didn't harm the employee[br]when asking them to produce a T-shirt,

0:05:39.375,0:05:44.208
or didn't use pesticides when growing[br]a vegetable that didn't actually need it.

0:05:45.292,0:05:49.226
Only if I give a product[br]an identity from the start

0:05:49.250,0:05:52.018
and then trace it[br]throughout the whole supply chain,

0:05:52.042,0:05:55.643
can this claim and the value[br]that's been created

0:05:55.667,0:05:57.976
by producing it in the right way

0:05:58.000,0:05:59.583
truly stay with it.

0:06:01.542,0:06:04.143
Now, I've talked about cheaper sensors.

0:06:04.167,0:06:06.643
There are many other[br]technological developments

0:06:06.667,0:06:10.893
that make all of this much more possible[br]today than every before.

0:06:10.917,0:06:13.875
For example, the falling costs of tags.

0:06:14.792,0:06:17.851
You give a product a name,

0:06:17.875,0:06:19.893
a serial number, an identity,

0:06:19.917,0:06:22.101
the tag is its passport.

0:06:22.125,0:06:25.434
What you can see here[br]is a toothfish being caught.

0:06:25.458,0:06:27.768
This is what's called a longline fishery,

0:06:27.792,0:06:32.018
so the fish are coming up[br]onto the boat on individual hooks.

0:06:32.042,0:06:34.309
And as soon as the fish is on board,

0:06:34.333,0:06:36.601
it is killed, and then after that,

0:06:36.625,0:06:40.059
we insert a small tag[br]into the fish's flesh.

0:06:40.083,0:06:44.601
And in that tag, there is an RFID chip[br]with a unique serial number,

0:06:44.625,0:06:47.643
and that tag follows the fish[br]throughout the whole supply chain

0:06:47.667,0:06:49.851
and makes it really easy[br]to sense its presence

0:06:49.875,0:06:53.393
at any port, on any truck[br]or in any processing plant.

0:06:53.417,0:06:56.684
But consumers can't really read RFID tags.

0:06:56.708,0:07:00.934
And so, when it comes to filleting[br]and packaging the fish,

0:07:00.958,0:07:03.851
we read the RFID tag and then remove it.

0:07:03.875,0:07:08.101
And then we add a unique QR code[br]to the packaging of the fish.

0:07:08.125,0:07:12.601
And that QR code then points back[br]to the same information

0:07:12.625,0:07:15.375
that we've verified about the fish[br]in the first place.

0:07:17.083,0:07:20.934
And so, depending on the type[br]of product that we're working with,

0:07:20.958,0:07:24.726
we may use QR codes, bar codes, RFID tags

0:07:24.750,0:07:26.518
or other tag technologies.

0:07:26.542,0:07:28.643
But there are also technologies

0:07:28.667,0:07:31.059
that are at the brink[br]of large-scale breakthrough

0:07:31.083,0:07:33.059
that make tags themselves obsolete.

0:07:33.083,0:07:34.684
Like, for example,

0:07:34.708,0:07:37.434
analyzing a product for trace elements

0:07:37.458,0:07:40.976
that can then tell you quite accurately[br]where it is actually from.

0:07:41.000,0:07:42.393
Then there's blockchain.

0:07:42.417,0:07:47.226
A decentralized technology[br]can act as a catalyst for this revolution.

0:07:47.250,0:07:51.018
Because it can help mitigate[br]some of the trust issues

0:07:51.042,0:07:54.518
that are inherent[br]to giving people information

0:07:54.542,0:07:57.726
and then asking them[br]to change their consumption behavior

0:07:57.750,0:08:00.101
because of that information.

0:08:00.125,0:08:02.809
And so, we use blockchain technology

0:08:02.833,0:08:06.059
where it adds value to what we're doing.

0:08:06.083,0:08:07.351
But importantly,

0:08:07.375,0:08:10.518
we don't let the limitations[br]that this technology still has today,

0:08:10.542,0:08:12.601
like, for example,[br]with regards to scaling,

0:08:12.625,0:08:14.601
we don't let that stand in our way.

0:08:14.625,0:08:17.101
And that brings us to the third point.

0:08:17.125,0:08:18.393
Share.

0:08:18.417,0:08:22.268
How to share the information[br]that we've verified and tracked

0:08:22.292,0:08:25.101
about where a product is from,[br]how it was produced

0:08:25.125,0:08:27.601
and how it got to where it is?

0:08:27.625,0:08:29.559
How to share this information

0:08:29.583,0:08:32.434
is really different[br]from product to product.

0:08:32.458,0:08:34.768
And different from where you buy it.

0:08:34.792,0:08:37.351
You behave differently[br]in those situations.

0:08:37.375,0:08:41.018
You are stressed and time-poor[br]in the supermarket.

0:08:41.042,0:08:43.309
Or with short attention span over dinner,

0:08:43.333,0:08:45.518
because your date is so cute.

0:08:45.542,0:08:48.559
Or you are critical and inquisitive

0:08:48.583,0:08:51.750
when researching[br]for a larger purchase online.

0:08:52.750,0:08:54.351
And so for our fish,

0:08:54.375,0:08:57.309
we've developed a digital experience

0:08:57.333,0:09:03.101
that works when buying the fish[br]in a freezer in a fish specialty store

0:09:03.125,0:09:06.934
and that gives you all of the information[br]about the fish and its journey.

0:09:06.958,0:09:09.601
But we also worked with a restaurant

0:09:09.625,0:09:12.601
and developed a different[br]digital experience

0:09:12.625,0:09:16.184
that only summarizes the key facts[br]about the fish and its journey,

0:09:16.208,0:09:18.643
and works better in a dinner setting

0:09:18.667,0:09:22.226
and, hopefully, there[br]doesn't annoy your date too much.

0:09:22.250,0:09:24.601
Now, that brings us full circle.

0:09:24.625,0:09:27.643
We've verified that the fish was caught

0:09:27.667,0:09:30.643
in an area where[br]it's sustainable to do so.

0:09:30.667,0:09:33.268
We've then traced it throughout[br]the entire supply chain

0:09:33.292,0:09:37.393
to maintain its identity and all[br]the information that's attached to it.

0:09:37.417,0:09:39.976
And then, we've shared[br]that information with consumers

0:09:40.000,0:09:41.809
in a way that gives them a choice

0:09:41.833,0:09:43.976
and lets them make consumption decisions

0:09:44.000,0:09:46.542
that are more in line with their values.

0:09:47.542,0:09:51.643
Now, for this fish example,[br]this is already rolled out at scale.

0:09:51.667,0:09:52.934
This season,

0:09:52.958,0:09:56.518
the entire fleet of the world's largest[br]toothfish fishing company,

0:09:56.542,0:09:57.893
Austral Fisheries,

0:09:57.917,0:10:00.768
is tagging every single fish[br]that they catch

0:10:00.792,0:10:04.125
and that ends up in their premium[br]branded "Glacier 51" product.

0:10:05.208,0:10:07.351
And you can already buy this fish.

0:10:07.375,0:10:11.268
And with it, you can have all[br]of the information I talked about today,

0:10:11.292,0:10:12.768
and much more,

0:10:12.792,0:10:17.042
attached to each individual fish[br]or portion of the fish that you may buy.

0:10:18.583,0:10:22.643
But this is not a fish or seafood thing.

0:10:22.667,0:10:25.851
We're working on many, many[br]different commodities and products

0:10:25.875,0:10:28.268
and their supply chains across the globe.

0:10:28.292,0:10:30.893
From dairy to fruit and vegetables,

0:10:30.917,0:10:33.684
to nonfood products made out of wood.

0:10:33.708,0:10:38.226
As a consumer, all of this[br]may sound like a huge burden,

0:10:38.250,0:10:41.768
because you don't have time[br]to look at all of this information

0:10:41.792,0:10:44.268
every time you buy something.

0:10:44.292,0:10:46.018
And I don't expect you to,

0:10:46.042,0:10:49.143
because you'll have help with that.

0:10:49.167,0:10:54.518
In the future, we'll leave the decision[br]of which specific product to buy

0:10:54.542,0:10:56.726
increasingly up to machines.

0:10:56.750,0:10:58.976
An algorithm will know enough about you

0:10:59.000,0:11:03.476
to make those decisions for you,[br]so you don't have to.

0:11:03.500,0:11:06.351
And maybe it will even do[br]a better job at it.

0:11:06.375,0:11:08.809
In a recent study, 85 percent of those

0:11:08.833,0:11:11.851
buying a product[br]through a virtual assistant

0:11:11.875,0:11:13.684
said that they, on occasion,

0:11:13.708,0:11:16.059
actually went with the top[br]product recommendation

0:11:16.083,0:11:17.351
of that virtual assistant,

0:11:17.375,0:11:19.434
rather than the specific product or brand

0:11:19.458,0:11:22.184
that they set out[br]to buy in the first place.

0:11:22.208,0:11:24.018
You just say you need toilet paper,

0:11:24.042,0:11:28.476
it's then an algorithm that decides[br]which brand, price point

0:11:28.500,0:11:31.559
or whether you go with recycled or not.

0:11:31.583,0:11:35.809
Well, nowadays this is usually based[br]on what you bought in the past,

0:11:35.833,0:11:40.018
or whoever pays the most to the company[br]behind the virtual assistant.

0:11:40.042,0:11:44.458
But why shouldn't that be also[br]based on your values?

0:11:45.625,0:11:48.184
Knowing that you want[br]to buy planet-friendly

0:11:48.208,0:11:53.684
and knowing whether and how much[br]you're willing and able to pay for that.

0:11:53.708,0:11:57.226
Now, that will make it easy and seamless,

0:11:57.250,0:11:59.518
but still based[br]on granular effects and data

0:11:59.542,0:12:01.601
to choose the right products.

0:12:01.625,0:12:03.851
Not by necessarily doing it yourself

0:12:03.875,0:12:06.184
but by asking an algorithm

0:12:06.208,0:12:09.768
that knows how much you care[br]about this planet.

0:12:09.792,0:12:11.768
Not by necessarily doing it yourself

0:12:11.792,0:12:13.893
but by asking an algorithm

0:12:13.917,0:12:16.708
that is never time-poor or distracted,

0:12:17.792,0:12:21.601
or with short attention span[br]because of the cute date,

0:12:21.625,0:12:24.351
and that knows how much[br]you care about this planet

0:12:24.375,0:12:25.809
and the people living on it,

0:12:25.833,0:12:29.684
by asking that algorithm to look[br]at all of that information for you

0:12:29.708,0:12:31.208
and to decide for you.

0:12:32.500,0:12:36.684
If we have reliable[br]and trustworthy information like that

0:12:36.708,0:12:39.184
and the right systems that make use of it,

0:12:39.208,0:12:42.559
consumers will support those[br]who are doing the right thing

0:12:42.583,0:12:46.684
by producing products[br]in a sustainable and ethical way.

0:12:46.708,0:12:48.726
They will support them every time

0:12:48.750,0:12:51.083
by choosing their goods over others.

0:12:52.042,0:12:56.976
And that means that good[br]producers and processors and retailers

0:12:57.000,0:12:58.268
will get rewarded.

0:12:58.292,0:13:02.643
And bad actors will be forced[br]to adjust their practices

0:13:02.667,0:13:04.542
or get out of business.

0:13:05.333,0:13:06.976
And we need that.

0:13:07.000,0:13:10.768
If we want to continue to live together[br]on this beautiful planet,

0:13:10.792,0:13:12.643
we really need it.

0:13:12.667,0:13:13.934
Thank you.

0:13:13.958,0:13:16.458
(Applause)