I haven't visited their website, but it seems to me to be something quite similar to part of what Vechain/Wabi is doing, creating a transparent world, in which the buyer can follow the product from the cow to the milk bottle in the store (and scan the QR code to see all its movements). Anyway, anything that will help bring transparency into the food business will do us all a grand favor!
it might be, but as far as I have understood - this guys are serious in the matter of dealing only with food :o) also they are a swiss company, and we all know how people from Switzerland are when it comes to both food and money, very profitable - we will see where this leads.