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Woolworths Lets Customers “Meet the Growers” Via QR Codes


Woolworths has rolled out a QR code-based campaign that allows customers to get to know the local growers who supply Woolworths with its fresh produce.

Woolworths is an Australia-based provider of fresh fruits, vegetables and meat. It boasts of having great partnerships with local growers and farmers. Now, it wants to share some of its growers’ stories through its ‘Meet the Grower’ campaign, which involves the inclusion of QR codes in the packaging of local fresh produce.

‘Meet the Grower’ packaging shows the name of the farmer who grew the specific produce, the farmer’s photo, a URL to the grower’s page, the length of time that the grower has been supplying Woolworths with fresh produce, and a QR code. The code, when scanned using a smartphone or mobile device equipped with a QR code reader application, takes consumers to more information and more detail pertaining to the grower.

The first products that were launched under the program were apples from Montague Fresh, which is a Victoria-based fruit supplier. Expect the codes to make their appearance on the packaging of 57 products in the next couple of months and close to 100 products by December 2013.

According to Paul Harker, who is Woolworths supermarkets head of produce, the idea to use QR codes was developed as a response to customers’ demand for transparency regarding the original source of the fresh food that they buy.

If you have been following QR code-related news closely, you will know that Woolworths is not the first one to use these two-dimensional matrix barcodes to give consumers access to information regarding the source of fresh produce, from bananas and other fruits, to vegetables, to beef and other meat products, to fish, and even sausages! One example is Heinen’s Fine Foods, which came up with its “WhereFoodComesFrom” program, using QR codes to ensure that families get only good meat to eat. There’s also food producer Handy International, which started including QR codes into its packaging for fish products. And then there is Italian company Malvasi Agostino & Figli, which uses QR codes to promote the traceability of its Cuoredolce baby watermelons.

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