Slowly but surely, consumers have become more interested in the roots of their food. What’s in it? And where did it come from?
And now, HarvestMark‘s partnership with Kroger supermarket is now helping consumers better access that information. Kroger private label produce brands now feature 16-digit product codes that consumers can scan with a free iPhone app and understand exactly where the food was grown, when it was packed, how it should be stored and more.
Now, it is likely that Kroger is voluntarily offering this information because they believe they offer a comparative advantage to their competitors in terms of the food growing process. Whether or not other companies will follow suit, without being forced to through legislation, all depends on whether or not consumers start to demand it. Or if customers choose to merely wishful think their dinner.