Code will allow customers to access details about local growers who supply Woolworths
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.
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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.
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Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
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