Whole Foods Market is stocking their shelves with IBM Food Trust products on a blockchain to improve consumer confidence, food safety, and reduce fraud in the food and beverage industries. IBM Food Trust is ushering in a new era for the world’s food supply by aggregating an ecosystem of producers, suppliers, manufacturers, retailers and others creating a smarter, safer, more sustainable food system. Among the latest products to implement IBM’s blockchain technology are Spanish olive oil cooperative Conde de Benalúa and Argentinian olive oil supplier Rolar de Cuyo. The impetus for blockchain lies in the lack of traceability of olive oil. Historically, olive oil producers have been able to fraudulently claim that their product is “extra virgin” when it wasn't processed in such a way. In a recent IBM Institute for Business Value study, 71% of consumers said traceability is "very important" and are willing to pay a premium for brands that can provide evidence of authenticity. In April, Nestlé launched select editions of Zoégas whole beans and roast and ground coffee in Sweden being a 100% Rainforest Alliance certified blend of arabica coffee beans from three origins—Brazil, Rwanda and Colombia. Through blockchain-recorded data, buyers of the coffee will now be able to trace their coffee back to these three regions. At Redeeem, customers can save 30% discount or more at Whole Foods by buying Amazon Gift Cards with Bitcoin, the world's largest blockchain.