Food transparency matters, and TV personality and comedian Steve Harvey's new line of food, Just Ordinary, seems to be all about the transparency.
Just Ordinary will start by selling eggs and will eventually add meat, citrus fruit and coffee. The transparency comes from the partnership Just Ordinary has with a California start-up, TEN Ag Tech, "an agricultural technology company focused on improving the quality of the food we eat." The company uses trace code technology to mark an expiration date on each egg, which is different, says the company, than a "sell-by" date.
Each egg will also be marked with a trace code that consumers can enter into the online Egg Tracer, allowing them to find out when the egg was laid, if there has been a recall, the farm the egg was sourced from, the breed of hen it came from, how it was housed and more. You can input the sample code ETM 050 5H3N into the tracer to test the tracer.
This food venture might seem odd for Harvey, but he grew up on a West Virginia farm surrounded by the animals his family raised. Now, he wants to connect consumers to the farms that grow the food they eat.
It seems like Harvey and TEN Ag Tech are giving consumers what they want: food transparency and as much information about their food as possible. It's a good thing, and if it leads the way for other food companies to be more transparent, it will be even better.
Still, I can't help but think of this now-classic sketch from "Portlandia," when the diners in the restaurant want to know as much about their chicken as possible.