Co-op Gets Fresh With QR Codes

The Co-operative Group is rolling out QR (Quick Response) codes on fresh produce packaging to give customers information on the food.
QR codes will be printed on the packaging as part of a trial. Customers scanning the codes will be directed to a mobile-optimised site, featuring information about the food’s growers, as well as recipes and nutritional information.

Co-op customers without smartphones can text in to a shortcode to receive a link to the site, at for example text ‘APPLES’ to 83118.
The QR codes will appear on five products – dessert apples, pears, onions, Maris Piper potatoes and baking potatoes – produced by selected British growers, including The Co-operative Farms.

“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,” says Helen Bridgett, Co-operative Food’s head of strategy, insight and planning. “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.”