For some supply chains, the information flows between stakeholders are still manual, based on emails and paper exchanges that are kept in data silos. This research investigates how innovative technologies can improve the data flows in the milling industry, specifically in the flour supply chain. We explore whether adopting blockchain improves supply chain visibility, reduces operating costs, and increases collaboration and trust among supply chain partners. Using interactive research and participant observation as research methodology, we map the information flow between a miller and its buyers to replicate manual, paper-based information flows in a digital environment. Semi-structured interviews and process observations showed that blockchain technology provided visibility, automation, and reliability to the current manual, paper-based, and time-consuming information flows. We build theoretical knowledge on how blockchain, as an enabling technology, can provide a fairground to share data and consequently build trust. Managerial implications include guidelines for companies operating in comparable supply chains, specifically those in the food supply chain, in adopting blockchain primarily and other Industry 4.0 technologies. Future research could focus on building analytical models on immutable digitised information for forecasting and optimisation purposes and for process automation.