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.
the major problem with the agro industry is the supply chain management. How was the food produced and where was it produced. These kind of questions can be easily tackled with the application of blockchain. Once data is captured, right from the farm up to the meal table, we can be sure of provenance and most of the food fraud we see will be difficult to perpetuate due to the immutable decentralized Leger system of the blockchain