Big food makers and other consumer goods companies plan to go technology-friendly, as they have decided to have smartphone scanning technology while packing. The aim is to assure consumer transparency and let the customer have complete information about their products.
As consumers are eager to learn more about ingredients, companies are trying to become as transparent as possible with their information. The decision was taken by the Grocery Manufacturers Association on Wednesday and will be called “The SmartLabel Initiative.” Grocery Manufacturers Association has more than 30 companies in its industry group. The association includes big names like PepsiCo, Inc., General Mills, Inc., and The Hershey Co. The companies will be using this technology-friendly packaging on more than 30,000 products by the end of the year 2017.
The SmartLabel – How smart will it be?
The SmartLabel has been designed to address many issues, but one of the most important issues that will be dealt by the SmartLabel has to do with the use of genetically modified organism and crops. Producing these products requires engineering their DNA so that they can have some exclusive traits like resistance towards pests. Genetically Modified Crops have been approved by the United States government, and science associations have also declared them to be safe. But there are consumers and other groups who believe that they might harm the environment and are detrimental to human health. Due to this concern, they have often demanded extensive labeling of the products.
As time went on and the consumer became stronger and more aware, there perception towards a product has changed, and they believe in being approached with more transparency. The SmartLabel is an initiative in the same regards, though the same has not been made mandatory, as it will lead to confusion and highly added costs.
The SmartLabel is not a rule but a step that the companies associated can take at their own discretion. The Grocery Manufacturers Association has estimated that companies will end up disclosing information on GMOs for around 20,000 products by the end of 2017. This will be done by using the SmartLabel Technology.
Criticism and discussion around utility value of the SmartLabel
Hershey has already joined the wagon, as it recently began selling the famous “Kisses” with new codes. The Chief Executive for Hershey, J.P. Bilbrey, said that people and their relationship with food have changed, and consumers are more curious than ever. They want to know more about their food. They want to know where it came from and what went into making it.
The SmartLabel works on the latest QR — Quick Response — technology. The shoppers can scan the QR code using their smartphone app, and it will take them directly to their company’s website. There, they can have complete information about what ingredients have been used, their definitions, nutrition facts, and sustainability information. As per a survey conducted by the Grocery Manufacturers Association, 75 percent of consumers will use The SmartLabel Technology.
But the move has been facing major criticism. The Executive Director of the Center for Food Safety, Andrew Kimbrell, is of the opinion that QR code labeling will discriminate against the poor, minorities, rural populations, and the elderly. Worded package labeling, he claims, can never completely be substituted with costly QR code packaging. Other officials were also of the opinion that GMO labeling shall be easily found on the packaging, and QR codes will complicate the information. As the discussions continue, we can look forward to this as a positive step that assures complete consumer transparency.
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