en.Wedoany.com Reported - On June 28, 2026, food technology AI company WISEcode officially launched the FoodTruth platform at the 2026 Summer Fancy Food Show held at the Javits Center in New York, signaling to the specialty food industry that the rules of the game are about to be rewritten.

WISEcode believes the food industry is at a generational turning point. For decades, brand competition relied on perception, marketing, packaging, and shelf placement because consumers couldn't see the actual ingredients in food. AI combined with food data has eliminated this barrier. When consumers can understand product ingredients and their impact on them, the basis of competition shifts from perception to efficacy, and the advantage will go to companies with the best products, not the largest budgets.

Founder and CEO Peter Castleman noted in a keynote speech on the company's main stage that AI is a rare technology that doesn't just improve an industry but rewrites its rules. He said that products like cars, microprocessors, and smartphones were initially overlooked by existing systems, but one morning the ground had already shifted. The food industry is at a similar moment, where future competition will rely on efficacy, creating a race to move forward.

For consumers, WISEcode starts with a common shopper question: whether a food is ultra-processed. Its free tool, the UPF Detector, allows any user to scan a product and receive a yes or no answer within seconds, with the option to view further scientific details. The app covers over one million food products and supports iPhone and Android platforms. The company plans to launch WISEcoach, a personalized nutrition coach that evaluates each food based on individual goals rather than a one-size-fits-all standard.

For brands, WISEcode's tools aim to turn food transparency into a competitive advantage. The Non-UPF Shield is a verification program available through the company's verification portal. The Non-UPF Verified program provides science-backed certification, confirming that products meet non-ultra-processed food standards, helping verified brands be discovered by shoppers and retailers seeking cleaner foods.

Castleman stated that the problem isn't the food itself, but that people know more about their Uber driver than about what their children eat. Currently, people know less than one percent of what is possible about their food, not because they don't care, but because the information doesn't exist.

WISEcode believes the information gap traps consumers and service companies in a broken system. Consumers have passed a tipping point and are asking two questions that old labels can't answer: what's in the food, and what does it do to the body. The company's bet is that brands and retailers that can credibly answer these questions will define the next era of the category.

WISEcode emphasizes that this shift is only possible on a foundation of food data that previously didn't exist, and building this data is what makes the company unique. The effectiveness of AI depends on the quality of the underlying data; bad data leads to bad advice and results. WISEcode views its work as a public utility rather than purely commercial. Castleman said the company was founded to help create a better food system. If five years from now, people simply expect FoodTruth before buying food and don't even remember WISEcode, that would be a sign of success.

WISEcode is a company providing FoodTechAI with a mission to enable everyone to understand what's in their food and how it affects their bodies. Based on the Food Genome Project and grounded in scientific research, WISEcode uses a single platform to transform food data into insights on ingredients, nutritional quality, and levels of ultra-processing. As demand for food transparency grows, WISEcode is driving the conversation around nutrition and food education.

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