Using Quick Response Code in Food Packaging for Traceability and Marketing Strategies

The use of Quick Response Code (QR code) in agri-food products packaging has been providing a new channel of communication and relationship between company and consumer. In food retailing, in the absence of sellers packs communicate with consumers and, when used as a marketing strategy or tool facilitating traceability, can help consumers interpret the available information on the labels. The mobile tagging strategies allow available information and entertainment with innovative actions to different segments, expanding the labels communications capabilities beyond traditional information weight, validity, and nutritional data. Although the growth potential of this technology is significant, use the packaging still limited, and companies lose the opportunity to differentiate the offer, providing additional content and sometimes customized. However, to leverage its use is necessary for companies to show clearly the QR code on packaging and also indicate to consumers how to make use of this technology, taking advantage of the available information so that in future they may use them in the decision shopping process.