This paper investigates the potential value adding capability of dynamic product tracing to the food supply chain management. As the environment of supply chain processes affect product quality significantly, technologies and approaches for tracking and tracing products have the potential to improve the food supply chain performance by dynamically identifying product quality situations. This can be achieved by tracing the product manufacturing and supply process with Automatic Product Identification (AutoID) technologies. An optimisation model has been developed to generate optimal pricing policies based on the dynamically identified product quality information. The research concluded that the dynamic identification of the product value (quality) would generate benefits to the food supply chain management with widely adopted optimal pricing approaches.