RFID from farm to fork makes the benefits of complexity in the value chain greater than the downsides. Nortura is the largest meat, egg, and poultry producer in Norway with a broad and complex supply chain from farms to distribution. Nortura and Matiq, its wholly owned subsidiary, have been researching RFID technology since 2002 to provide traceability across the value chain and enable real-time information exchange. Their next phase is to fully exploit the benefits of RFID across processes, logistics, products, and strategically.