An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
Woolworths is set to roll out a new quick response (QR) code from 1 July which will help its customers get to know local fruit and vegetable growers.
Meet the Grower packaging includes the farmers’ photo, URL, length of time supplying Woolworths and a QR code that ,when scanned, will allow customers to access more detail about the grower.
The first product to launch the program will be apples from Victorian fruit supplier Montague Fresh. The code will appear on the packaging of 57 products over the next two months and close to 100 products by Christmas 2013.
Woolworths supermarkets head of produce, Paul Harker, said that the QR code was developed in response to customer demand for transparency about where their fresh food comes from.
According to Harker, 96 per cent of fresh fruit and vegetables sold at the supermarket chain is Australian grown.
Follow Hamish Barwick on Twitter: @HamishBarwick
Follow Techworld Australia on Twitter: @Techworld_AU