Blockchain for food and beverage supply: expired buzz word or accelerating trend?

Purpose: This study investigates the barriers and motivators for adopting blockchain technology (BCT) in the food and beverage (FNB) supply chain. Additionally, it compares and contrasts the perspectives of two stakeholder groups, FNB managers and technology providers, in order to uncover discrepancies and practical challenges. Design/methodology/approach: The research adopts a qualitative interpretive method, utilizing the theoretical framework of acceptability (TFA) to analyse semi-structured interviews (Appendices 1 and 2). The study involves 16 representatives from 14 companies. Thematic analysis was conducted using NVivo software to identify critical barriers and motivators for BCT adoption. Findings: Our study reveals that FNB managers and technology providers have a similar understanding of theoretical barriers, such as unreliable immutable data, limited scalability and high costs. However, technology providers tend to overestimate the benefits of BCT. Key barriers identified include data security concerns, the burden on partners, underdeveloped data provenance tools and high implementation costs. Adoption motivators include improved traceability, transparency and efficiency, though FNB managers remain sceptical of these benefits. Originality/value: This research applies the TFA in the context of blockchain adoption in the FNB sector, offering novel insights into stakeholder perspectives and the sociotechnical challenges of BCT implementation. The findings are relevant to regulators, technology providers and researchers in innovation theory for the FNB sector.