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Brett Highland
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Oct 16, 2026
Why every product needs a story - How traceability is becoming a competitive advantage
13:19
19:47

Louise McGrathHOST
But at a practical level, how does a product passport work? What data follows a product? Who contributes to it? And who verifies it's accurate?
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13:29Brett HighlandGUEST
Yeah, so to understand product passports, we first have to break the mindset that DPPs are a European thing.
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13:38Brett HighlandGUEST
So yes, the European product passport was the one that first created the name of the concept, but it is a broader concept.
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13:47Brett HighlandGUEST
Now, in particular, I can point out that the EU system is a regulated system.
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13:52Brett HighlandGUEST
So if you make a false claim in a passport, in an EU passport, and then the market surveillance system catches you, then you're in big trouble.
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14:03Brett HighlandGUEST
In that sense, regulated systems don't have to rely so much on evidence of compliance.
6 MINS LATER

Louise McGrathHOST
Now, thinking about the future, do you think that this is really the beginning of a future where every product carries its own verifiable history?