## 4 Results
### Barriers and Enablers Identified for the Marketing Link  
Table 12 shows the barriers identified for the marketing link. In this link, support for technologies such as Blockchain, IoT, and RFID has been provided, aiming to facilitate the traceability of food \"from farm to table\" in an integrated, efficient, and transparent way [150]. Including this type of technology increases the demand for products at fair prices through digital models such as e-commerce and mobile applications, reducing intermediation [150]. Authors such as [PERSON] et al. (2022) [151] have identified how the use of 4.0 technologies reduces the perception of risk by the final consumer. Likewise, if consumers are aware of the quality and safety of food, price volatility can be reduced by suppliers. In this sense, using this type of technology can help improve product prices and avoid their volatility. Several studies have explored applying flexible sensing technologies for food inspection [152; 153]. These technologies, including visual, acoustic, chemical, and electronic sensors, enable the monitoring of product quality, safety, and freshness throughout the cold chain [152; 153]. Advanced data analysis techniques, such as machine learning, deep learning, and neural networks, have further enhanced the capabilities of these detection methods, improving quality control and making progress in Food Informatics. Other research approaches have analyzed how Food Informatics technologies contribute to reducing waste, especially related to confusion with expiration dates, over-purchasing, and inadequate purchasing plans [154]. This type of approach allows the chain to be integrated from front to back so that marketers of agri-food products can use this type of data, along with loyalty programs and the tracking of purchasing activities and recipes, among others [154]. Legislation aimed at data protection, privacy, and metadata monitoring, associated with national and international standards, requires the development of minimally acceptable international parameters for integrating data chains at a transnational level [155]. These elements have been associated in the literature with the lack of trust between stakeholders because data capture requires cooperation at all levels to avoid alterations and under-reporting [53]. Due to the increase in the transactions and users of IoT, QR, and Blockchain technologies, scalability is affected by the number of nodes required for simultaneous data processing [53]. The increase in infrastructure costs and service requirements is a limitation, even more so when small companies in the food sector decide to apply these technologies, which may subsequently present problems in their operation [53; 155]. Data infrastructure is another element that adds to the costs because deploying technologies associated with the marketing link requires large investments for their capture, storage, and processing that, in many cases, are not weighed against value aggregation [155]. Finally, data storage costs: The data and metadata communicated through technologies such as Blockchain are not stored in one place. This implies that they are distributed in databases that are not found on a single server [53]. In addition, the amount of data required to achieve the extraction of knowledge and insights is high [41]. The lack of necessary technical knowledge and skills of the participants throughout the value chain, i.e., the low understanding of the technologies, can reduce motivation regarding implementation in the food sector. This is why training programs must be oriented on the use and potential relevance of technologies in different sectors of the economy [155]. Robotization and the use of artificial intelligence open the door to replacing personnel in some tasks, which is why some companies identify fear in employees adopting technologies due to the possibility of job loss or future replacement.