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SPRINGBOARDDATA ACCELERATOR SESSIONBARCELONAAPRIL 2019EXECUTIVESUMMARY

INDEX/AGENDA24th AprilCODORNIU TOUR 6DINNER AT CAN FISHER 725th AprilGREENFENCE 8ICECREAM LABS 12LUNCHINTEL &TEAKORIGIN 16END

End-to-End Value ChainSpringBoardRuediger HagedornDirector, End-to-End Value ChainThe Consumer Goods ForumThe fifth End-to-End Value Chain SpringBoardtook place on 24th-25th April 2019 in theheart of Barcelona, Spain. The event provedto be yet another successful gathering of industry experts, this time under the theme ofDigital Transformation. The topics coveredduring the exciting two-day workshop included block chain for consumer and supply chaintransparency, product data management, anddecentralised data exchange, among others.In kicking off the programme, moderator andhost Ruediger Hagedorn, Director of The Consumer Goods Forum’s End-to-End Value ChainPillar, treated participants to an exclusive visit ofa special site kindly organised by Xavier Ortizfrom GrauGriell. The visit was followed by theopportunity to network and make new connections during the opening dinner at Can Fisher.During the Data Accelerator Session,participants got the opportunity to engagewith SpringBoard sponsors and experts,Greenfence, IceCream Labs, Teak Originand Intel, for in-depth discussions in a roundtable setting.The intimate setting set the tone for truly interactive sessions where participants were ableto share knowledge and showcase real-lifecase studies in tackling some of the biggestchallenges facing the industry today, andleveraging ground-breaking technologies inseeking innovative solutions for the future.

THE CONSUMER GOODS FORUM END-TO-END VALUE CHAINBARCELONA SPRINGBOARD EXECUTIVE SUMMARYCODORNIUTOURDINNERAT CANFISHER6

THE CONSUMER GOODS FORUM END-TO-END VALUE CHAINJon LabrieCTO andBlockchain ExpertGreenfencePetra WissenburgSVP Global BrandsGreenfenceBARCELONA SPRINGBOARD EXECUTIVE s aself-serve approachto blockchain thatcan successfullyscale acrossthe entireend-to-endsupply chainJon Labrie, CTO and Blockchain Expert, The process of creating and deployingand Petra Wissenburg, SVP Global a supply chain to the blockchain is relBrands, introduced Greenfence’s inno- atively fast - hours instead of monthsvative approach to successfully scale - and does not require massive investblockchain technology across global ment. The result is verifiable data andsupply chains. A fundamental compo- transactions about supply chain activitynent in the approach is to ‘democratise’ that can be shared at will and transparblockchain, putting it into the hands of ently with all participants in the chain.actual users. Before blockchain tech- The ease of set up and operation makesnology can transform supply chains, this an essential tool for organisations ofeveryone - farmers, crop takers, auditors, all sizes and supply chains of all types.manufacturers and retailers, and evenconsumers - has to be able to use it. Petra emphasised that this approachAnd not just use it but manage, config- moves the ownership and control of thisure, and understand it while still being rapidly growing technology away fromable to afford it. Greenfence’s approach costly developers and consultants andprovides local and global users with puts it firmly in the hands of all supplyeasy-to-use tools to track and trace with chain participants. As in a true democratised society, one can and should ownthe efficacy and security of blockchain.and control one’s supply chain and cutJon gave a hands-on demonstration us- any dependence on middlemen. To theing such simple tools on how to build extent there is a benefit to connect witha supply chain process and define and others, one can share it (and un-share it)deploy smart contracts to anchor a with the click of a button. Transparencytrusted supply chain on the blockchain. and traceability can be realised quicklyThis approach can be used across the and can be easily repeated and scaledentire industry, allowing blockchain to along the supply chain. Greenfence isscale across global supply chains to helping companies not only build andtruly enable transparency and trace- maintain supply chain integrity, but alsoability for all supply chain participants, achieve cost savings, manage incidentsand issues and address questions fromincluding consumers.consumers and advocacy groups.

THE CONSUMER GOODS FORUM END-TO-END VALUE CHAINreal product examples from a popularretailer. The presentation covered thekey capabilities of AI, including: Automated attribute generation fromproduct images including nutri-facts,ingredients, and warnings. Normalisation of product attributeslike quantity, units, brand name, andpack-size. Auto-generation of rich content liketitles and SEO keywords.Madhu KonetyBARCELONA SPRINGBOARD EXECUTIVE SUMMARYCEOIceCream LabsMadhu continued by illustrating thepower of the system to link all of theinformation contained within a productcatalogue and organise the contentinto a graph. From here, the solutioncan easily provide answers to questions about the product information. Forexample, the AI can easily and quicklyshare the product substitutes or complementary products contained withinThe key takeaway was that AI is nowmore than ever ready for the retail industry and companies can increasinglysee value with AI. The easiest way tostart using AI in a retail environmentis to improve the “Product Data Pipe”from manufacturers to retailers byautomating the data generation, normalisation and exchange process using AI.The discussion highlighted that thereare numerous use cases for AI in thisspace, and IceCream Lab’s goal is tomake it easy to deploy, use and extractvalue from it.SPOTLIGHT ONARTIFICIAL INTELLIGENCEMadhu Konety, CEO of IceCream Labs, attributes from product images thenkicked off his session with an overview automatically creates digital productof artificial intelligence (AI), covering key content directly from product images.concepts of how machines see patternsin data, the definition of supervised & The main pain-points highlighted were:unsupervised learning, along with somekey terms in AI. The key message high- Good product data is key to smooth,efficient retail operations.lighted was that AI is now ready andavailable for deployment in the industry. Current product data is incompleteand often not consistent.He then went on to cover applications Creating and managing product datafor multiple retailers adds overheadusing AI for actual retail enterpriseto the process.problems. Madhu demonstrated howAI and machine learning are improvingproduct content creation for retailers Madhu’s presentation showcased howand brands. IceCream Lab’s solution incomplete and noisy product data is inleverages AI to extract and understand the real world, which he illustrated using10a catalogue. The real “aha” moment forthe attendees came in the realisation ofhow this information can benefit manymerchandising and e-commerce usecases. This practical demonstration ofthe graph query language was a teaserfor its potential use in making DataPortsviable and functional.IceCream Labsshowcaseshow artificialintelligence isready for retailRam RampalliGlobal Head of ContentAcquisitionWalmart Labs

THE CONSUMER GOODS FORUM END-TO-END VALUE CHAINBARCELONA SPRINGBOARD EXECUTIVE SUMMARYLUNCH //SHOWCOOKING12

THE CONSUMER GOODS FORUM END-TO-END VALUE CHAINGreg ShewmakerCo-FounderTeakOrigin, Inc.BARCELONA SPRINGBOARD EXECUTIVE SUMMARYDATAPORTS AND TEAKORIGIN JOINING THE DOTS14Product content and content qualityare key to commerce, and as supplychains accelerate so the impact of errors escalate. In his session, Chris Hunt,Solutions Architecture for Retail andConsumer Products, Intel Corporation,explained how when the wrong product is shipped to a consumer becauseof errors in an online catalogue it coststhe consumer, retailer, wholesaler, andmanufacturer in satisfaction, shipping,restocking, lost sales and reputation.When content errors occur upstreamof the consumer, the impact worsensas multiple parties see losses on entireshipments of products, and poor demand and supply planning drives lossat scale. He explained that content errors have the power to break not justindividual transactions but longer termtrust and relationships, anywhere inthe value chain.Greg Shewmaker, Co-Founder atTeakOrigin,Inc. went on to present hisBoston-based data analytics companythat is continuing to build and expand the common language of food.TeakOrigin enables an individual foodto directly communicate its current stateversus what you expect it to be. Thefood has its own label depicting whatit is, where it’s from, whether or not it’sreal, fresh or nutritious, and how it compares to similar foods being purchasedand eaten around the world.Greg showcased TeakOrigin’s initialproduct, The Global Food Index, whichis comprised of 10 of the most importantand consumed foods from around theworld, and how they can perform real-time assessment of the actual qualityof these foods for sale in major markets. Retailers and food manufacturersare then able to get deep insights intohow these foods are performing againstknown standards and in comparisonwith similar foods.Chris highlighted how the industryis asking for more efficient, accurateways to move product content throughthe value chain - and the DataPorts project has emerged to address this need. The pair concluded by highlighting howThe fundamental concept of DataPorts DataPorts don’t just improve content inis “lean content”. Just as companies tegration through efficient peer-to-peerstrive for “lean” in physical value connections between partners, theychains, the same is wanted for digital also provide a generalised, low costvalue chains. While many have already way for anyone to join the value chainbeen addressing digital transformation - from the smallest farmer to the largestwithin their enterprises, the same must enterprise, from producers to high valalso be done for digital transformation ue service providers. To prove the point,they demonstrated how TeakOriginbetween enterprises.might use DataPorts to integrate theirfood data services with both suppliersand retailers, to help optimise food quality and supply chain efficiency.Intel and TeakOrigindemonstrate how byconnecting serviceproviders into thesupply chain using theDataPort architecture,extraordinary levels ofintegration and valuecan be achievedChris HuntSolutions Architecture for Retailand Consumer ProductsIntel Corporation

THE CONSUMER GOODS FORUM END-TO-END VALUE CHAINBARCELONA SPRINGBOARD EXECUTIVE SUMMARYThank you to allsponsors andparticipants.See you at thenext SpringBoard!16

AboutThe ConsumerGoods ForumThe Consumer Goods Forum (“CGF”) is a global, paritybased industry network that is driven by its membersto encourage the global adoption of practices andstandards that serves the consumer goods industryworldwide. It brings together the CEOs and seniormanagement of some 400 retailers, manufacturers,service providers, and other stakeholders across 70countries, and it reflects the diversity of the industryin geography, size, product category and format. Itsmember companies have combined sales of EUR 3.5trillion and directly employ nearly 10 million people,with a further 90 million related jobs estimated alongthe value chain. It is governed by its Board of Directors,which comprises more than 50 manufacturer andretailer CEOs.For more information, please visit:www.theconsumergoodsforum.com

The Consumer Goods Forum The Consumer Goods Forum ("CGF") is a global, parity- based industry network that is driven by its members to encourage the global adoption of practices and standards that serves the consumer goods industry worldwide. It brings together the CEOs and senior management of some 400 retailers, manufacturers,