It immediately sets off an "of course!" reaction. Having worked in supply-chain management software before, I know that one of the worst faffs is that everyone tends to have their own system, and it's the mismatches between different organizations' models of the process that make co-ordinating between those organizations difficult and expensive.
If BlockChain hype manages to convince everyone to standardize their supply-chain models (have common ids etc.) then this is going to be massive. An big as Containerization of shipping in the mid-20th century.