I had professional experience in an industry where we had to go to the plants to ensure rolls of paper certified from suppliers using responsibly-managed forests were physically separated from the non-certified ones. We needed the paperwork coming from China, then another one from the transformation plant in Morocco, then in customer warehouses across Europe.
An external protocol that would provide universal tracability, usable by any actor of the chain, seem like a great solution to a real problem. Blockchain provides some "neutrality", ie no need for each actor to find its own certificate provider (I imagine that service shops would help larger companies set up their systems, but the back-end would be common across all actors).
I'm not very convinced by pseudo-decentralized apps in most domains, but in logistics... very bullish !