Uncle Ben’s, a Mars Incorporated brand, has teamed up with Blippar, Transparency-One and SGS to develop an AR app that improves supply chain traceability. Customers in France can use the app to see where their rice comes from by scanning the Uncle Ben's packaging. The Transparency-One platform then displays the complete supply chain. SGS collects and verifies the supply chain data to ensure its accuracy. In addition to links to other products and recipe ideas, there is also an infographic that details Mars' approach to sustainable rice purchasing.