World Economic Forum Chooses TraceTracker as Technology Pioneer 2009

Long-term impact of innovative software recognized

• Press Release
• Source: TraceTracker
• On Thursday December 4, 2008, 9:00 am EST

GENEVA, SWITZERLAND--(MARKET WIRE)--Dec 4, 2008 -- The World Economic Forum announced today that TraceTracker Innovation ASA was selected as one of the Technology Pioneers 2009 for their accomplishments as innovators of the highest caliber, and whose technologies will have a deep impact on business and society. TraceTracker is an expert provider of global traceability solutions.

TraceTracker was evaluated by 44 global technology experts appointed by the Forum. It was selected as a winner in the IT category because of their traceability solutions that enhance the value of consumer goods, streamline operations and stimulate consumer dialogue. To be selected a company must be involved in the development of life-changing technology innovation and have the potential for long-term impact on business and society. In addition, it must demonstrate visionary leadership and show all the signs of being a long-standing market leader - and its technology must be proven. Previous Technology Pioneers include Google, Infosys, Mozilla Corporation, and Amyris Biotechnologies.

TraceTracker's solutions trace every step of production from raw materials to the retail shelf and address health and wellness imperatives, anti-counterfeiting measures and a wide range of social and environmental initiatives, such as fair trade and biodiversity. In Vietnam, their software has been used to monitor the spread of the Avian flu virus. In Uganda, it is being used to improve export opportunities for local coffee farmers. In addition, it enables clients to communicate the quality and safety of their products to consumer through interactive communication platforms on websites, PDA, and kiosks.

This is the 10th anniversary of the Technology Pioneers program of the Forum, which aims to recognize companies at the forefront of technology and innovation. "We congratulate the 34 newly selected Technology Pioneers for their remarkable achievements and welcome them to the wider community of the World Economic Forum. During these difficult times, we are certain that the technologies driven by these visionary companies will contribute to the next wave of growth, with the innovative and entrepreneurial spirit that characterizes them," said Andre Schneider, Managing Director and Chief Operating Officer of the World Economic Forum.

Notes for editors

- Go to http://www.weforum.org/techpioneers for the entire list of Technology Pioneers and interviews with the CEOs of the selected companies.

- Nominate a company to be a Technology Pioneer 2010 at: www.weforum.org/pdf/techpioneers/nomination_form_2010.pdf. Deadline for submissions is May 2009.

The World Economic Forum is an independent international organization committed to improving the state of the world by engaging leaders in partnerships to shape global, regional and industry agendas. Incorporated as a foundation in 1971, and based in Geneva, Switzerland, the World Economic Forum is impartial and not-for-profit; it is tied to no political, partisan or national interests. Please visit www.weforum.org for more information.

TraceTracker is a leading expert and provider of global traceability solutions. It enables trading partners to create 'food passports' that trace every stage of production, processing and distribution from source to supermarket shelf. This creates significant value for every connected business - from farmers and producers through to manufacturers and retailers - by allowing them to increase revenues and reduce costs through differentiating products, gaining easier market access, and creating operational efficiencies.

With experts based in 11 offices across Asia, Europe and North America, TraceTracker can immediately respond to customer needs. Please visit www.tracetracker.com for more information.

     Contacts:
     Media Contact:
     Special Assignment Inc.
     Peter Donato
     (416) 964-6118
     Email: donato@specialassignment.com
      
     TraceTracker Canada Inc.
     Helge Kittelsen
     CEO
     (519) 241-0726
     Email: helge.kittelsen@tracetracker.com
      
     TraceTracker USA
     Stein Onsrud
     CEO
     (415) 686-3684
     Email: stein.onsrud@tracetracker.com
     Website: http://www.tracetracker.com
      
     World Economic Forum
     91-93 Route de la Capite, CH-1223 Cologny/Geneva
     +41 (0) 22 869 1212
     +41 (0) 22 786 2744 (FAX)
     Email: tech.pioneers@weforum.org
     Website: http://www.weforum.org