Supply chain visibility: A formula for trustThe bottom line is trust. Consumers not knowing whether they can trust the formula they have purchased, whether their particular formula is part of a recalled batch, or whether they can easily find a replacement for their child, has all shaken trust. Supporting end-to-end traceability for safe, transparent infant nutrition For companies trying to (re)build trust with consumers, product digitization initiatives can:offer detailed information on the provenance and end-to-end product journey. integrate quality assurance and the digital testing certificates that underpin the authenticity and safety of baby milk formula products. This agenda will require technical solutions for implementing product digitization and traceability to aid in guaranteeing product quality, safety, and authenticity.