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Food system transparency has become a defining demand of contemporary food governance as consumers, regulators, producers, retailers, and civil society seek clearer information about food safety, sustainability, provenance, and accountability. Yet transparency is still frequently reduced to traceability, understood as the capacity to follow a product through production, processing, distribution, and retail. Traceability remains essential because it can support food safety, provenance verification, recall management, and supply-chain visibility. However, it offers only a partial view of the decisions, data practices, and governance arrangements that increasingly shape food systems. The central problem is that traceability can show where food has been without explaining why food-system decisions are made, who benefits from data use, how algorithmic judgements are produced, or how affected stakeholders can question decisions. As artificial intelligence, digital platforms, automated decision support, blockchain systems, and data-intensive infrastructures become more embedded in food systems, transparency must include decision logic as well as product movement. A narrow traceability model may increase visibility while leaving power asymmetries, accountability gaps, and ethical risks unresolved. Transparency therefore needs to be reframed as a broader socio-technical condition. This Perspective Article argues that food system transparency must move beyond conventional traceability toward explainable, participatory, and ethics-centred AI. Explainable AI can make algorithmic decisions more understandable to producers, regulators, firms, consumers, and affected communities. Participatory design can ensure that transparency systems reflect stakeholder needs, rights, and lived realities rather than only institutional or commercial priorities. Ethics-centred governance can connect technical transparency with fairness, accountability, privacy, contestability, and public trust. The article contributes a conceptual framework for reimagining food system transparency as understandable, contestable, inclusive, accountable, and sustainability-oriented. It positions AI not merely as a tool for monitoring food supply chains but also as a governance object that must itself be explained, scrutinised, and democratically shaped. The proposed perspective highlights practical implications for food businesses, technology developers, policymakers, regulators, and civil society organisations. It concludes that transparent AI can support more trustworthy food systems only when traceability is integrated with explanation, participation, ethical responsibility, and accountable decision-making.

Food systems increasingly generate consumer data through digital platforms, shopping records, dietary applications, wearable technologies, loyalty schemes, and personalised nutrition services. These data can reveal patterns of preference, dietary behaviour, product use, affordability constraints, and health-oriented needs. However, consumer data are often used for commercial targeting while remaining disconnected from product reformulation, nutrition improvement, and public health goals. AI-enabled food intelligence is frequently positioned as a tool for predicting consumer preferences or delivering personalised recommendations. This narrow use limits the potential of AI to support healthier food environments, more acceptable reformulated products, and more transparent consumer communication. A broader framework is needed to connect consumer insight with nutrition evidence, product innovation, ethical governance, and public trust. This article proposes a consumer-centred food intelligence framework linking AI, nutrition personalization, product reformulation, trust, transparency, and public health. The framework treats consumers not only as data sources but also as beneficiaries, participants, and evaluators of food-system innovation. It explains how individual and aggregated consumer intelligence can inform dietary advice, product design, reformulation priorities, and responsible communication. The article contributes a structured conceptual model for ethically transforming consumer data into health-oriented and trust-sensitive food-system decisions. It argues that AI should not only recommend diets or predict purchasing behaviour, but should also help translate nutritional evidence into acceptable products and transparent innovation pathways. Consumer-centred food intelligence is presented as a foundation for more responsible, healthier, and publicly trusted digital food systems.