Pathways to Market: Industrial Transformation Research Hub

Tracking food provenance digitallyptm logo

Sense-T's Pathways to Market project is a five-year international research collaboration that is aiming to provide digitally-backed provenance solutions to Tasmanian food exporters and their supply chains.

Our focus is rich information sharing through food supply chains and creating value for industry, government and community.

Consumers around the world are demanding more information about the food they're buying and eating. They want to know where it comes from, how it was produced and if it is safe.

Ultimately, food provenance translates into buying confidence.

Creating opportunity for Tasmanian producers

The Project has built strong relationships with two Tasmanian food export supply chains:


Using data generation, visualisation and sharing we are creating real impact for farmers by helping to identify opportunities that will solve challenges and improve decision making.

This is a huge opportunity for Tasmanian farmers who want the ability to demonstrate in real time, the provenance and quality of their produce. Specifically, those who are working to establish, capture and maintain premium status to create and sustain value in overseas markets.

The Project is currently rolling out its Decision Support System (DSS or Dashboard) interface for selected farm suppliers.

Southern Rock Lobster

In Phase 1, Pathways has conducted a thorough desktop review of prior traceability projects by FRDC and current seafood traceability projects nationally and internationally. This identified the industry benefits and recommended the introduction of a tagging/traceability system to clearly identify and differentiate SRL in the China market. It proposed a process to develop an extensible industry specific system for Tasmania, Victoria and South Australia to incorporate the differences between the states and enable sequential development over time. The Project is currently seeking funding for Phase 2.

Download Pathways to Market Project Factsheet

The project received $2.5 million funding from the Australian Research Council as part of its Industrial Transformation Research Hub scheme. 

Sense-T raised a further $5.5 million from industry and research organisations to deliver the project.

Project Work Streams

The project involves seven work streams to be delivered by researchers from the University of Tasmania and its industry and research sector partners over five years: 

Industry and research partners in the Pathways to Market project: ARC

Prof Mark TamplinFood quality

Led by Professor Mark Tamplin, UTAS TIA, with Dr Shane Powell, UTAS TIA.

Generating data-driven models to predict the safety and quality attributes of food products as they move through the supply chain from the farm gate to the consumer.

Contact:; +61 3 6226 6378; +61 3 6226 6286

Traceability Assoc Prof Paul Turner

Led by Associate Professor Paul Turner, UTAS, with Dr Luke Mirowski, UTAS.

Creating systems to track food products as they move from production to the consumer, which will allow data-driven information about how food was produced, processed and transported to be displayed at the point of sale.

Contact:; +61 3 6226 6240; +61 3 6226 2910

Natural capital A/Prof Tiho Ancev

Led by Associate Professor Tiho Ancev, ABARES, and Sasha Courville, NAB, with James Bentley, NAB, Dr Samad Azad, UTAS, and Shaun Copley, ABS.

Supporting better environmental management and farm stewardship by measuring the economic value of environmental conditions such as fertile soil, clean water, or an absence of chemicals.


Consumer choice 

Led by Professor Joffre Swait, UniSA, with Dr Ali Ardeshiri, UniSA. 

Increasing brand value by providing consumers with data-driven information about food provenance: where their food comes from, and how and when it was produced.  This research will also study how these and other factors, including food safety, impact in dollar terms on consumer choices and purchasing behaviour.

Contact:; +61 8 8302 1674; +61 8 8302 1650


Led by Dr Winyu Chinthammit, Deputy Director,  UTAS HIT Lab.

Creating and designing new shopping and service experiences by providing tools which give consumers information about food provenance while collecting valuable data about consumers' choices and preferences.

Contact:; +61 3 6324 3975

Value-chain analysis

Led by Associate Professor Laurie Bonney, Tasmanian Institute of Agriculture.

Assessing how the data provided affects the value of products at each stage of the journey from the paddock to plate, and looking at how the economic benefits could be shared equitably by the businesses involved.

Contact:; +61 3 6226 7357

Sensing Jefferson Harcourt

Led by Jefferson Harcourt, Grey Innovation. 

Developing new sensors to monitor products as they move from paddock to plate, which will also provide data on environmental conditions and traceability during food production and distribution.

Contact: +61 3 8459 6999