Why would blockchain, a technology originally designed for the financial sector and crypto currencies, be interesting for the food industry? Well, because it promises to radically simplify accessing reliable data on a product's origin, production conditions and distribution along the supply chain. The food chain is one of the most complex and fragmented supply chains in the world and many companies struggle with the opportunity to follow up and guarantee where and under what conditions a product has been produced. During 2017-2019, Axfoundation ran a project with sector-wide collaboration that aimed to evaluate blockchain's potential to provide practical solutions in the food industry. Several challenges led us to decide not continue with the planned pilot.