Tons of fast food orders, increased sales of snacks, and above all gallons of beer - this is what the Football World Cup will look like for the food sector. How will the industry face challenges regarding fresh and frozen products during the event?
The Football World Cup in Russia will be not only a great celebration of supporters and sport enthusiasts, but also an opportunity to increase turnover for companies from various industries. The perspectives are especially attractive for producer and distributors of beer, the most popular drink during such events.
Europe loves beer
According to current data of the European Commission, in 2016, 39 billion liters of the golden beverage was produced, which represents 400 million liters more than the year before. As much as 2/3 of beer produced in Europe comes from six countries:
Germany - 21%
Great Britain - 13%
Poland - 10%
Spain - 9% The
Netherlands - 7%
Belgium - 6%
Comparing to data collected in the previous years, we can say that the beer sector is constantly growing, reaching above the 40 billion litre mark. The growing customers’ interest has pushed producers to enlarge the production and encouraged investment in new breweries. As a result, there are around 8,500 active breweries located all over the European Union territory.
Beer is one the favorite drinks for Europeans. According to current data published on the statistics portal statista.com, Czech Republic had the highest per capita consumption of beer in Europe with 143 liters of beer consumed in 2016. The second place was taken by Germany (104 L), Austria (103 L) came the third. Of course during big sport events like the World Cup, the consumption and sales of the golden drink are even higher.
No wonder that the food industry faces many challenges ensuring accessibility, logistics, but also the quality of this beverage during events.
The quality of beer can be damaged by excess of oxygen, thermal shock, too much sun exposure, and shocks during transport. Light can also be a threat for bottled beer - in about three weeks it can spoil the beer completely.
The most dangerous factor however is the wrong temperature. To maintain its highest quality and taste the beer should be transported and stored all the time within the temperature range of 2-16 ° C and humidity up to 75%.
Technology helps to assure quality
In order to meet the consumers’ requirements, manufacturers and beer distributors not only check the weather forecasts, instruct drivers and staff to treat the products properly during loading, transport or storage, but also benefit from the support of modern technologies. An effective solution covering the monitoring from the production, through storage and transport all the way to the final clients was developed by French-Polish company Blulog.
The system is based on M2M technology, i.e. communication between devices, which enables a fully automatic measurement process performed by credit card size recorders.
- The devices are miniature and can be placed in any place - on pallets, in trucks or in cold rooms. The temperature of products is under constant and strict control, the measurement itself takes place wirelessly, in real time, which allows to react immediately. - says Jérémy Laurens, CEO at Blulog.
The team has also developed a special application for smartphones with which clients can check the cooling chain in the store. How to do it? Just scan the QR Code located on the front of the fridge to see what are the current thermal conditions and what are the promotions in the store. Interestingly, the application will tell you where in the area you can buy a beer or other beverage with the optimal level of coolness, take part in loyalty programs and get marketing info. Blulog presented the concept in front of Heineken at the AIPIA Congress in Amsterdam in 2016.