In recent years, the global food business has witnessed a considerable change toward sustainability and traceability in the procurement of ingredients. This shift has been an important development. Consumers are becoming more aware of the environmental and social effects of their purchase decisions, which has led to an exponential increase in the demand for products that have a supply chain that is transparent. The sourcing of sustainable foods that are fully traceable has progressed from being only a moral necessity to becoming a sound commercial option. Recent research have shown that sixty-four percent of consumers are willing to move from a brand that they typically purchase to a different brand if the latter offers more comprehensive product information than the nutrition facts that are often provided.

Not only does more transparency in sourcing match with ethical principles, but it also generates greater brand loyalty between consumers and the brand. In addition to the information regarding nutrition, the majority of consumers (80 percent) cited other transparency indicators as being important. These indicators include allergen information, certifications and claims, and values-based information such as animal welfare, fair trade, and labor standards. As a result of this evolution in consumer behavior, a sizeable segment of the market has raised sustainability to the position of being the most important purchase priority.

Businesses such as ofi have incorporated sustainability into their business model, with the primary goal of providing farmers, customers, and partners with a positive impact and value. One example that is particularly noteworthy is the production of sustainable onions, in which ofi has greatly reduced the amount of environmental impact it has. The company has enhanced the dry matter of onions through the production of proprietary seeds, which has resulted in an increase in yield while simultaneously reducing the amount of land, water, fertilizer, and pesticides that are required per acre.