I recently watched a documentary where someone incorporated the Blockchain into the supply of chickens to a supermarket. So you can scan a QR code on the packaging of the chicken and it will redirect you to the Blockchain with all the information you need to determine where the farm is where the chicken were grown and relevant information linked to that specific chicken.
People (customers) wants to know more about their food.... they want to make sure that if the packaging says "free range" ..that it is actually from a free range farm... etc.. etc.