T Food Safety plays a crucial role in today's society, and is a growing concern and serious matter for consumers, companies involved in the food chain, as well as for government authorities. In this paper, the authors introduced traceability and analyzed challenges of whole chain traceability. Based on some real practices, the authors argued that a whole chain traceability system is important as the scale of the system increases. Also, a cloud based whole chain traceability platform is proposed for traceability applications. The platform can capture, store, and share track & trace information in an economical way, provide analytics services, such as query, report, early warning etc, and support quick application development & deployment. © 2011 IEEE.