We wrote a blog post explaining the reasons:
https://medium.com/@te_food/why-does-te-food-focuses-on-emerging-countries-aa9e3450c8fb
since a lot of food gets exported to the developed countries, would the customers in those countries still be able to trace down the origin of the product? That is, if I buy durian in America, would I be able to trace its origin and path atnleast until it reached America?
also, I have to disagree about focusing on developing markets only, the World needs such tech everywhere. I dont see how expensive rfid tags can be used on 50 cent lettuce, so I do think that you should think big!