Smart fingerprint tech eliminates product counterfeiting for Reid Fruits

Tasmanian cherry grower Reid Fruits records a decline in product counterfeiting over the past three export seasons by deploying a Smart Fingerprint solution. It was developed by authentication technologist Laava, in collaboration with print specialist Peacock Bros.

“Counterfeiting is a massive issue for us, as well as for countless other Australian fresh fruit producers,” said Reid Fruits managing director Tim Reid. “The Smart Fingerprint technology offers a level of secure authentication that will make it extremely difficult for counterfeiters to replicate.”

Reid Fruits has been applying Laava’s patented Smart Fingerprint technology on its cherry boxes for 20 export markets from the 2019-20 picking season. The grower went from experiencing potentially thousands of counterfeits per season to having 10 cases automatically stopped by the Laava platform in 2019-20, and only three in 2020-21, a 60% reduction over the previous year.


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