Dundee digital firm on tail of international goods counterfeiters

Developer helping firms to trade with confidence overseas

A Dundee digital solutions company is taking up the multi-billion fight against the international trade in fake goods.

Zudu, which has its base on Nethergate but which also has a presence in China, has launched an anticounterfeiting service designed to help companies trade in the Far East country with greater confidence.

The firm’s solution uses unique QR codes and tracking software to ensure the purchaser can have confidence in the item they are buying.

The system has been tested with Scottish beer exporter Keith Brewery, whose powerful Snake Venom brew has been a target for the fakers.

“We were aware that there at least two, and possibly more, fake, copycat products in the market,” Keith Brewery sales director Andrew Chapman said.

“Zudu has helped enormously in protecting the integrity of our brand by providing market intelligence, generating more customer demand through a cohesive digital strategy and setting up the anti-counterfeit solution.

Zudu managing director James Buchan said providing customers with immutable provenance of the goods they were buying was vital if the counterfeiters were to be defeated.

“Addressing counterfeiting is a frontof-mind issue for UK exporters and to be successful we believe they need a Chinaspecific sales strategy which is consistently monitored to keep ahead of counterfeiters,” Mr Buchan said.

“Our system gives back control to the product manufacturer in a market where counterfeiting is rife and transparency is low.”

Mr Buchan said companies who suspected their products were being targeted by the forgers could then take direct action.

He added: “Luxury brands can also be proactive in this regard, by being ever vigilant and ready to tip off the authorities and e-commerce businesses when they suspect counterfeiting.”

Addressing counterfeiting is a front-ofmind issue for UK exporters. JAMES BUCHAN, ZUDU