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China Trace to Boost, Made in China, Brand

New joint venture to provide traceability of Chinese products

TraceTracker and Shandong Institute of Standardization today signed an agreement to establish a joint venture company named China Trace. The company aims to boost the "Made in China" brand in both domestic and export markets. As the first online traceability system for Chinese products, it will provide quick, accurate and reliable product information to authorities, businesses and consumers.

The agreement was signed at the China International Food Safety & Quality Conference in the presence of Xiang Yuzhang, Chief Inspector, General Administration of Quality Supervision, Inspection and Quarantine, Ge Zhirong, President, China Entry-Exit Inspection and Quarantine Association, and Robert Madelin, Director General, DG SANCO, European Commission.

China Trace will facilitate sourcing of ingredients and products by providing quality and safety assurance information linked to the physical flows of production batches made in China. Furthermore, it will communicate assurances or corrective measures taken in the case of an investigation or recall of Chinese made ingredients or products.

The China Trace service is an extension of the TraceTracker GTNet, which is a web platform with a suite of solutions that enhance the value of products and brands while stimulating consumer dialogue. Shandong Institute of Standardization provides the foundation for this service through reputable solutions and expertise in implementing traceability systems.

Notes for editors

Shandong Institute of Standardization (SDIS) is a national leader in developing, testing and implementing food traceability solutions in China. It operates under the umbrella of the Shandong Provincial Bureau of Quality and Technical Supervision, which is a department of the People's Government of Shandong Province. SDIS has developed a platform for public supervision of food quality and safety in Shandong Province. As well as, multiple traceability solutions for pork, poultry, fruit and vegetable, aquatic products, food export, and retail terminal queries. It is also the secretariat of the Food Traceability Technology Sub-Committee operating under the Food Safety Committee of the Standards Administration of China (SAC). Please visit 'http://www.sdis.cn' for more.

For further information, please contact:
Alice Liu
Address: 314, 146-6 Lishan Rd., Jinan 250014, Shandong, P.R. China
Phone: +86 531 8267 9325, Fax: +86 531 8267 9300
E-mail: liulm@sdis.cn

TraceTracker Innovation ASA is a global information exchange for the food industry. It enables trading partners to exchange critical information across whole supply chains and effectively create food passports that trace every stage of production, processing and distribution from source to supermarket shelf. This creates significant value for every connected business - from fishermen, farmers and producers through to manufacturers and retailers - by enabling them to increase revenues and reduce costs by differentiating their products, gaining market access, and creating operational efficiencies. With experts based in 11 offices across Africa, Asia, Europe and North America, TraceTracker can immediately respond to customer needs. Visit 'http://www.tracetracker.com' for more information.

For further information, please contact:
Laura Gray
Address: Christian Krohgsgt 32A, 0186 Oslo, Norway
Phone: +47 90 36 64 48
Fax: +47 22 20 50 46
E-mail : Laura.gray@tracetracker.com
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   Ms. Laura Gray
   Marketing Manager
   TraceTracker
   Oslo,    0186
   Norway
   4790366448 (phone)
   + 47 22 20 50 46  (fax)
   laura.gray@tracetracker.com
   www.tracetracker.com