In the era of fake news.The digital transformation underway and the remarkable advance of the technology of recent years become allies of first achieve to successfully overcome this challenge.

The Startup Swearit makes a qualitative leap in this area with its communication platform between companies and consumers through blockchain technology that empowers the latter and creates a new interaction system that prevails transparency in this particular commercial relationship.

"Many of them - organizations - are launching their message of transparency, sustainability or incorporating certifications stamps through which very strict audits exceed, however, the consumer does not understand the hundreds of certificates that exist," explains D+i Miguel Díaz, Swearit CEO.

"The consumer is not usually involved to understand a complex message of transparency and sometimes, he does not believe it," he clarifies.

Swearit's proposal establishes a communication model that unifies the messages of the different organizations on a platform that is always structured in the same way, regardless of the sector or product, which is easily understandable by the consumer, and that allows it to assess the productand disseminate your opinion.

"For example, from time to time runs the rumor, malicious, that coconuts are collected by monkeys.This is considered animal slavery.One of our clients has to be denying it continuously, since the media ask them if those rumors are true.They have created an affirmation by providing a letter from the Thai embassy guaranteeing that these practices are eradicated, "says Díaz.

Behind Swearit are three entrepreneurs;Antonio Villaespesa, Pedro Frias and Miguel Díaz Escorihuela, the CEO."I come from living and carrying out other ventures for five years in Latin America, especially in Mexico," says Díaz.

Accelerated project

It was during the pandemic when the project took off and, at present, "we move between Madrid, Valencia - by the shuttle accelerator - and Barcelona, for the unequal accelerator, Awesome Lab," says the CEO.

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Antonio is the partner who takes care of all the processes of operations, has more than 30 years of experience in the management of channels by the main manufacturers of ERP, SAP and Oracle, "which helps us a lot when managingGreat customers and alliances ".

Finally, Pedro is the Technological and Expert in Blockchain, who has developed all technology and evolves the product continuously.

Specifically, its technology uses Hyperledger Fabric, which is the most widespread blockchain, and "we have it deployed with our trust provider, Oracle".

"This allows us to act as 'digital' notaries or registrars so that the final consumer has the guarantee that the evidence provided by the parties involved in a product to support what they are saying cannot be modified," says the CEO.

In addition, its algorithms allow us to collect the location of the exploitation in origin, who did, the moment when he did and reflect it dynamically on the production lot label.

The (understandable) life cycle

"Beyond the technology we use to support it, we allow us to expose the life cycle of a specific product or service so that the consumer can understand, value it and share it," said the co -founder.

Swearit already has a marketable product and plans to count more than 150 customers before the end of the year.The startup is made up of a team of 12 people.

Initially, Swearit focused on two of the sectors that have the most impact on the consumer: food and fashion.Within food, it highlights its presence with the main fruit and vegetable producers of Spain, which are integrating a QR code into the labeling of their products and will allow them to be present before the consumer in the main retailers of the country.

The most prominent milestone is the entrance to Awesome Lab with unequal, a reference company in the fashion sector, "which understands the ecosystem and the project.He has given us a unique opportunity to understand the sector by opening the doors of his house, "says Miguel Díaz.

"Entering unequal is a spectacular validation in the fashion sector.Having an example with the media capacity that has unequal and with the bet they make in us, it is very helpful to establish a unique transparency model also applicable in the fashion sector, "he says.

"In addition, it helps us to know the whole process, since we have no knowledge within the fashion sector.Going by the hand of a reference to understand the fashion sector that advises you and tells you where to throw has opened the doors and allows an impressive product improvement ".

The seven Awesome Lab startups

Inequal recently released the first selection of startups that will participate in its acceleration program, Awesome Lab.Swearit is one of them and is accompanied by: vestic, Syrup Tech, Personify XP, Springs, Exonod and SXD.

The initiative has started from the hand of Plug and Play, the open innovation platform that aims to boost the development of technological solutions to face the challenges posed by the fashion industry.

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