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  3. In September 2018, using Quick Response codes, better known as QR codes, Dutch consumers could generate a map of their juice’s j

In September 2018, using Quick Response codes, better known as QR codes, Dutch consumers could generate a map of their juice’s j

admin2021-09-25  6
问题     In September 2018, using Quick Response codes, better known as QR codes, Dutch consumers could generate a map of their juice’s journey to their breakfast tables, see all the stops along the way, and see what percentage of their juice had come from any number of 29 certified-sustainable orange groves. The QR code idea came from Albert Heijn supermarket chain, which had noticed people wanted to know where their products were from. The supermarket company approached Refresco, the company that bottled its orange juice, and Refresco approached its own orange juice supplier, Louis Dreyfus Company Juice. The businesses absorbed the cost, so making the juice traceable didn’t change the price. Shoppers were pleased and a little surprised when they saw the new QR codes.
    Our globalised food system allows food to be grown anywhere. The downside is that long and convoluted food chains can obscure where produce comes from. High-profile incidents, like a 2013 scandal when cheap horsemeat was discovered in European beef products, have meant that people today are more wary of eating anonymised produce. " Consumers are realising that they are more vulnerable than they knew," says Alexis Bateman, the director of the Supply Chain Lab at the MIT Center for Transportation and Logistics. " It doesn’t mean our food systems are less safe than they were before, it is that there is a growing awareness.
    To track an orange’s journey to the Netherlands from Brazil, the juice companies used a tool that most people probably associate with the digital currency bitcoin: blockchain. Blockchain enables cryptocurrency, but it is also very useful for recording other data, such as what happens to an orange after it gets picked. In a blockchain, data is bundled together in a series of parcels known as "blocks" that are digitally "chained" together and stored on many computers at once. Each block of data is tightly encrypted so it can’t be changed by anyone further along the process. The system is now being adapted to store data about physical items—including food.
    Food needn’t go the high-tech route to become traceable. In China, tracking food to the source can be as simple as travelling to an open far, 70km from Beijing. Originally a city-dweller, Shi Yan started Shared Harvest farm near Beijing in 2012. Shared Harvest operates on the Community Supported Agriculture (CSA) model, which lets households sign up to receive fruits and vegetables for up to a year, and pay some of the money upfront. The early payment system means the people eating the food can share some of the risk with the farmer. Because consumers pay upfront they have this ability to invest in what they need. And because there is no middleman farmers have the right to price their produce. It gives respect to the farmers and they feel more dignity.
    Borrella, the blockchain researcher, says new technologies can only help so much when it comes to sharing meaningful information. A DNA test, for example, can identify beef or fish by species, but at a high cost per item. "We still need to see if the costs of those analyses really make sense in terms of the value it brings back," she says. " For a diamond, it makes sense to use the fanciest identification methods," she says; "but for an orange? I don’t know.
According to Alexis Bateman, ________.
选项 A、consumers are not willing to pay a higher prices for traceable goods
B、consumers are concerned about the origin of the food they eat
C、consumers are worried about the efficiency of food supply chain
D、consumers have a growing awareness to defend their own rights
答案B
解析 细节题。根据题干关键词Alexis Bateman定位到第二段。第二段主要介绍了在全球化背景下，食物的生产链越来越长，环节越来越模糊，对消费者心理造成的影响。亚历克西斯.贝特曼认为消费者意识到，他们比自己想象的更容易受到冲击，对食品来源的警惕性越来越强，因此答案选[B]。[A][C][D]文中没有提到。
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