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Deborah Wilson headshot
Deborah Wilson
Chief Industry Engagement Officer, TrustBIX Inc.

Deborah Wilson is the chief industry engagement officer for TrustBIX Inc., which operates Business InfoXchange (BIX) and ViewTrak Technologies in Canada, the U.S., Mexico and China. Her responsibilities include industry engagement in agriculture, data, ag-tech, sustainability and traceability. The team at TrustBIX continues to work on system development, blockchain applications, data sharing in all supply chains, collaborative partnerships and pilot projects. TrustBIX believes that consumers want to know how and where their food is sourced and produced and that it is critical that agriculture provide some form of validation of claims. The BIX platform was the backbone of the original McDonald’s Sustainable Beef Pilot Project from 2015 to 2016.

Wilson sits on the National Council for the Canadian Roundtable for Sustainable Beef (CRSB), was an advisor to the CRSB Indicator and Verification Committees and served on the Business Strategy Committee. She was instrumental in the formation of the Canadian Beef Sustainability Acceleration (CBSA) Pilot project. She believes that sustainability claims must be supported by an auditable “chain of custody” (ISEAL), which BIX provided successfully to Cargill in the CBSA pilot from 2017 to 2019. The Cargill pilot has evolved into a permanent program, the Certified Sustainable Beef program. Wilson and the TrustBIX team look forward to working with other packers, requiring chain of custody for any claims they may wish to make around their products.

Wilson is a lifelong cattle producer and has been a pioneer in technology and data for production improvement and increased profitability since the late 1980s.