Food + Beverage

Traceability at Grocery

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Carrefour stores in Shanghai are embracing QR codes as a tool for communicating food safety, quality, and freshness of vegetables and fruits to customers. The codes within pricing boards take local to the next level by allowing the customer to view the production place and date of the item, the business license of its supplier, and other information regarding the farm.

The in-store signage also assists in creating a deeper relationship between farm, store, and customer. According to Fresh Plaza, the intent is to improve food safety and freshness, and also increase farmers' incomes at the same time.

Not all produce was marketed with QR signage including selections of imported and organic produce. 

The cause and effect of food safety in China may have played a role in implementing this marketing and merchandising strategy, but we believe that there is more to glean from this type of communication. QR codes are not simply for directing a consumer to a facebook page. This type of implementation brings traceability to the forefront -- and inspires a sense of connection and trust across a global production and supply chain.

By divulging the names and relationships of Carrefour's suppliers to the community, including it's competitors, they may have gained more loyalty longterm. 



Photography by Stephanie Gailing.   

Insight Location

Carrefour Shanghai, China