Emski, I really like the idea! Specific to the industry of wine, we could really get buy in if we were able to get the Master Sommeliers on board. I'm guessing this is a problem they're trying to solve, might be worthwhile to reach out and validate that hypothesis.
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I believe there is similar project that is in execution but it uses bitcoin blockchain. I'm more towards technical stuff so I don't have time and connections to get the producers onboard. It could work for other valuable items too. Rolex was a good example. I'd be really happy if I can visit the shop and buy a cigar signed by the original Cuban manufacturer. And if I have a complaint it will be extremely easy to track the dishonest parties.
@Chuckone that might not be very useful for UPS/FedEX as their tracking database and services are mostly important for them. There is no incentive for anyone to run a node processing UPS/FedEX's tracking system. Also they need to modify any entry at any time so the decentralised model shouldn't benefit them.