Well, it's an amazing idea. I am yet not sure about how they are going to do it. But if this really starts to happen, it would bring a new dimension to the digital world.
Although this is a good idea but I think it's not easy to do. There is a long way from theory to practice. Beside I still don't know how blockchain can help distribute organic food 
).There are so many ideas depend on blockchain technology but I can see only few ideas can apply to real life.