I like that it's completely transparent, they are 100% open source so we know exactly where our food comes from in real time! There could be more information about each item - for example what farms were used or how many animals/people ate this product etc..
But overall great idea & execution well done :) We use provence to track all manner products (from animal feed ingredients through meat production) but also produce as far upstream / downstream along their entire value cycle including post harvest processing such us canning tomatoes into sauces ect...