Co-op to trial QR codes on fresh produce packaging

The Co-operative Group has announced that it is to trial the printing of Quick Response codes on fresh produce packaging to give customers information on the food, its growers and recipes.

When scanning the QR codes with their smartphones, customers will be directed to a mobilised website where they will be able to learn more about the background of the food and where it is grown. The site will also feature a range of relevant recipes.

Subscribe to TRB

The QR codes will initially appear on five products which include dessert apples, pears, onions, Maris Piper potatoes and baking potatoes.

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.”

The Co-operative Group operates over 5,000 retail outlets and has an annual turnover of £13.7 billion