Co-operative Group rolls out QR codes on fresh produce packaging
The Co-operative Group is to trial the use of QR codes on packaging for fresh produce, allowing consumers to learn more about the background of the food and where it is grown.
Customers accessing the QR codes for the five products - dessert apples, pears, onions, Maris Piper potatoes and baking potatoes - will be directed to a mobilised website featuring information about the Group’s growers, recipes, nutritional information.
Anyone without smartphones will have the option to text a short code to receive the URL via text, for example text ‘APPLES’ to 83118.
Helen Bridgett, The Co-operative Food head of strategy, insight and planning, said: “Consumers have a growing appetite for knowledge on all things food related and this was an opportunity to provide them with an easy way to access this information.
“Customers want to know what they are buying, where it’s from and how it got here, as well as the health benefits and what they can do with it in the kitchen. QR codes present an opportunity to raise awareness and inform customers about the foods we sell.”