Best part is it's not "the blockchain" allowing the entire supply chain all the way to end consumer verify the cheese is genuine product. Instead it's a simple near field communication chip and decades old public key digital signature technology. Straight forward methods for an original maker to sign their product with an encrypted signature and the real technology revolution was a material one involving advancements in manufacturing technology that enabled the creation of the physical tag.

Sorry. I just find it too funny after the decade of blockchain hysteria. Personally I've had a fascination with the progress made with near field communication SOCs. Current generation NFC chips the size of a grain of rice are fully featured systems on a chip with a modem, cpu, ram, up to a full megabyte of rom, and a cryptographic co-processor that encrypts commutation to prevent man-in-the-middle or snooping. Advances in silicon semiconductor fabrication have enabled fully featured NFC SOCs to be miniaturized to the size of a gain of sand with manufacturing economies of scale brining their cost down to a few cents each.