In response to a new federal food safety law and growing consumer interest, vast amounts of new data are being generated about the complicated path that food takes from field to supermarket shelf. A provision of the federal food safety law passed last year requires that all players in the country's food supply chain be able to quickly trace from whom they received a food product and to whom they sent it. They'll have to maintain that information in digital form, creating deep wells of information that, in some cases, consumers could tap into through their computers or cellphones.

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