It started with chocolate, then moved on to coffee: single origin is all the rage. But apart from hipster cred, why should consumers care about whether their food comes from a single place, and whether or not you can trace it back to its origin? Well, as global supply chains grow more Byzantine and murky, and food production is increasingly industrialised, recent food scares around the world have spotlighted the disconnection between consumers and their food. Increasingly, the food supply chain is a black box, with raw ingredients entering at one end and the final cling-wrapped product popping out at the other. Even those involved in the process can be unclear about what happens in between.