Tuesday, November 29, 2011

The Packer - Quick-response codes take over fresh produce industry - Marketing Profiles

Quick-response codes were unheard of just a couple of years ago, but today shippers are clamoring to stick the two-dimensional matrix barcodes on all kinds of consumer packaging as well as cartons used for in-store displays.

When consumers scan or read a QR code with a smart phone, they can link to digital content on the Web, activate a number of phone functions including e-mail and instant messaging and connect the mobile device to a Web browser, according to the website socialmediaexaminer.com.

Stemilt Growers Inc., Wenatchee, Wash., has been using QR codes on a variety of packaging, including display bins for the company’s PiƱata and SweeTango apples, for about a year, said Roger Pepperl, marketing director.

Stemilt created mobile sites for its cherries, apples, pears and packages of its new Lil Snappers kid-size fruit.

The Lil Snappers site has kids’ coloring sheets that consumers can reproduce on their printers.
Rainier Fruit Co., Yakima, Wash., introduced QR codes at the Produce Marketing Association’s Fresh Summit in 2010, said Suzanne Wolter, director of marketing.

The codes are printed on the company’s high-graphic cartons, bags and “anything that the consumer is going to see on the retailer floor,” she said.

They’ve also been added to secondary display bins of cherries and on point-of-sale material for Rainier’s Junami and Lady Alice apples.

The codes take the consumer to a page on the company’s website that has recipes and additional product information.

Eventually, Rainier wants to include information about the firm’s growers, Wolter said.

The Packer - Quick-response codes take over fresh produce industry - Marketing Profiles

No comments: