PurposeThe purpose of this paper is to develop a more precise conceptual understanding of the interplay between food product traceability and supply network integration.Design/methodology/approachA resource‐based network approach was used to create a framework with empirical evidence from a fresh strawberry product case.FindingsA conceptual model describes product traceability as interacting with different organizational and informational resources.Research limitations/implicationsThis is a preliminary model that substantiates a cross‐functional approach teamwork‐based to developing product traceability.Originality/valueThe study shows developing food product traceability as a complex undertaking dependent on information connectivity including a technical aspect of supply chain integration, and different forms of knowledge, an organizational aspect of supply chain integration.

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