Blockchain in Ecommerce

I recently came across an Ecommerce business named Onda Origins(https://mega.nz/#F!w8Y1iArL!7RdXurBGbfRBl2uXctjFcA!QsxhgKjB) who are selling coffee using blockchain.

They have a subscription based model and also a model that allows coffee farmers to sell directly to customers with their name on it. 
Why do we need to print the name of coffee farmer and how does blockchain come into play? 
I did some research on this and found it has got something to do with contango and backwardation, concepts common in commodity markets. How can we achieve hedging of coffee using blockchain using blockchain and cryptocurrency? 
Does anybody here know anything about Onda Origins’ business model and implementation of blockchain in Ecommerce based businesses? How to get started?