This week on the Mr. Beacon Podcast, we welcome Thomas Roedding, CEO and founder of Narravero, a pioneering company delivering Digital Product Passports (DPP) as a service. With over a decade of experience in traceability, Roedding brings a practical, entrepreneurial lens to the rapidly evolving world of product data transparency, regulation, and sustainability.
Narravero’s mission is to “let products talk”—to enable physical goods to tell their stories through embedded digital identities. In this episode, we explore how DPPs are reshaping the landscape of manufacturing, compliance, and customer experience, particularly under the EU’s ambitious circular economy initiatives. As the vice chair of the Joint Technical Committee JTC 24 (though speaking in his CEO role), Roedding offers a front-line view into both the standards and real-world implementations of DPPs.
We dive deep into the practical challenges and rewards of adopting DPPs—from handling data integration and legacy IT systems, to unlocking new after-sales engagement models and supply chain visibility. Roedding breaks down the “duty” and “beauty” of DPPs: the regulatory necessity and the untapped potential for customer connection, resale, and loyalty. He also shares insights on how Narravero works across 200 clients in 12 industries, supporting both large enterprises and medium-sized businesses in navigating this shift.
The conversation also touches on big-picture implications: how AI agents will interact with product data, who will control those digital interfaces, and what brands must do to avoid being commoditized in a world increasingly mediated by bots.
Plus, hear Thomas Roedding’s personal side—his journey from early computing on an Apple II to his passion for meaningful product storytelling—and his musical picks, including Bruce Springsteen and German underground classics.
Whether you're a sustainability strategist, IoT leader, or curious technophile, this episode delivers clarity on what digital product passports are, why they matter, and how to prepare for a future where products speak for themselves.
🎧 Tune in now to stay ahead of the curve in smart product innovation.
Thomas' Top 3 Favorite Songs:
- The River” by Bruce Springsteen: https://www.youtube.com/watch?v=y7BUXRsTbvI
- “Bochum” by Herbert Grönemeyer: https://www.youtube.com/watch?v=OvauzdH0fHY
- “River Flows In You” by YIRUMA: https://www.youtube.com/watch?v=92IlKBhKbWM
Mister Beacon is hosted by Steve Statler, CEO of AmbAI Inc. — creators of AmbAI, the AI agent that connects people to products and the brands behind them. AmbAI also advises leading brands on Ambient Intelligence strategy.
Our sponsor is Identiv https://www.identiv.com, who’s IoT solutions create digital identities for physical objects, enhancing global connectivity for businesses, people, and the planet. We are also sponsored by Blecon http://www.blecon.net. Blecon enables physical products to communicate with cloud applications using Bluetooth Low Energy.