Traceability through blockchain has appeal in all industries but perhaps food supply is the most immediate and meaningful in terms of individuals being empowered with information to make 'woke' decisions about their purchases and perhaps motivating change in organisations like walmart through their in-store choices. Not only for tracking potential health issues but for being able to check whether food is truly organic, for example - or how long in transit and storage? What sort of producer, where? Environmental impact, human rights impact, nutrition impact...