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There are three significant reasons why most of us do not give feedback: it is emotionally difficult when it is face to face, it is time consuming when it is done on the Internet, and when we add to it lack of meaningfulness because the feedback is not taken into consideration, the current state seems to be sensible. The article presents the proposal of a different approach – Feedchain – of giving feedback not only about companies but also above all about the products and services and their component parts. Presented concepts are based on the food industry because understanding problems of this domain seems to be common. There should not be however any difficulty in applying this approach to other sectors, especially telecommunications, and anywhere where satisfaction of the customer depends on complex supply chains. Feedback should be given based on questions easily chosen by the customer, and next the answers to these questions will be automatically addressed without any intermediaries to the right people responsible for the areas being evaluated. As a result suitable actors in the supply chain know, what should be improved and companies can make rational business decisions based on collected quantitative data and statistically significant conclusions. Feedchain is not only processing feedback information, it is also approach to support purchase decisions on the base of collected previous feedbacks.