As U.S. food imports are projected to reach record highs in 2024, safeguarding the integrity of the food supply chain has never been more critical. According to Steve Statler, Chief Marketing Officer at Wiliot, a leading developer of ambient Internet of Things (IoT) technology, ensuring food safety is now a matter of life and death.
“We’re facing supply chain disruptions that are unprecedented,” Statler said in an interview with FreightWaves. “Human error is inevitable in busy supply chains, and mistakes happen all the time.”
Wiliot, founded in 2017 in Israel, works with major global brands, particularly in the food and pharmaceutical sectors, to reduce these errors. Now headquartered in San Diego, the company has recently introduced an innovative tool designed to bolster food safety: WiliBot, a generative AI-powered chatbot that can engage with any ambient IoT-connected product in the supply chain.
How WiliBot Enhances Food Safety
WiliBot leverages cutting-edge AI and ambient IoT technology to provide real-time data on products in the supply chain. The chatbot uses large language models and ambient IoT sensors to respond to verbal queries, such as determining whether a product is fresh and safe to stock.
Statler explained, “We have billions of tags on items throughout the supply chain, all collecting data via Bluetooth. That data is stored in the cloud and processed by machine learning algorithms to track movements, detect temperature changes, and generate insights. WiliBot then sifts through this data, answering questions like, ‘What should I stock next?’ or alerting users to potential issues.”
This technology arrives at a pivotal moment, as food safety regulations tighten and supply chains adapt to new challenges. The Food and Drug Administration (FDA) is set to enforce its Food Traceability Final Rule (FSMA 204) in January 2026. The rule aims to enhance the speed at which contaminated food is identified and removed from the market.
A Collaborative Approach to Safety
In June, Wiliot teamed up with iFoodDS and Trustwell to launch a safety initiative aimed at helping retailers comply with FSMA 204 and ensure the safety of their supply chains. Statler emphasized that while FSMA is a U.S. regulation, its impact extends globally, affecting producers in countries like Mexico.
“Trust is fleeting, so having access to real, accurate data is invaluable,” he said.
Record-Setting Imports and Global Impact
The urgency of these innovations is underscored by a surge in U.S. food imports. In fiscal year 2024, U.S. agricultural imports are forecasted to hit $202.5 billion, a 4% year-over-year increase, according to the U.S. Department of Agriculture (USDA). This marks a record high, driven by imports of fresh produce, beer, and tequila from Mexico, as well as livestock, poultry, and dairy products from Canada.
In contrast, U.S. agricultural exports are projected to reach $170.5 billion, leaving a significant trade deficit.
Total food and beverage imports from Mexico are expected to reach $47.8 billion in 2024, a 7% increase over the previous year. Imports from Canada are forecast to rise by 3%, hitting $41.1 billion.
The Future of Food Supply Chains
Statler believes Wiliot’s ambient IoT technology is transforming the supply chain by connecting the digital and physical worlds. “The food supply chain is at the forefront of this revolution,” he said. “It affects us all, from profit margins to life-and-death decisions. With WiliBot, we’re ensuring safer, smarter, and more efficient food supply chains for the future.”
