QR codes paying off for Domex Superfresh - The Packer

QR codes paying off for Domex Superfresh

07/28/2011 09:30:00 AM
Coral Beach

Courtesy Domex SuperfreshDomex Superfresh Growers is adding QR codes (small black and white logo-type images that can be read by smartphones) to packaging to provide consumers with information about their fresh produce and the growers it comes from. More businesses are banking on smart shoppers using smartphones to help them make smart purchases and Domex Superfresh Growers is finding out why less than a month after launching cherry packaging with quick-response codes.

The Yakima, Wash., grower shipper of apples and stone fruits introduced the QR code labels on their 2-pound cherry bags and clamshells in early July. In the first three weeks the company logged more than 2,000 hits on its mobile website: m.superfreshgrowers.com.

“Our highest numbers of hits have come from the Far East by a significant percentage followed by the Pacific Northwest, Canada and the West Coast of the U.S.,” said Loren Queen, marketing and communications manager.

“We will be adding video content in the next couple of weeks. We think this is a great way to connect the growers to the consumers and vice versa. This is becoming a critical way of communicating with consumers. We plan to have interviews with growers so consumers can see that the growers are real people.”

QueenQueen said he believes QR codes can be particularly helpful to the fresh produce industry in addressing consumer questions and desires related to “local” foods.

“We think it’s more about the locale than local,” Queen said July 27. “People want to know where their food is coming from and who is growing it. The QR codes make it possible for us to give them that information while they are shopping.”

Domex Superfresh already added QR codes to their 5-pound bags of apples and the company is currently redesigning its 3-pound apple bags to include the codes. The Domex Superfresh organic lines already have the codes.

“They’ll be on all of our packaging as we move forward with new designs in the next six months or so,” Queen said.

The codes are the next generation of bar codes, but instead of straight lines of varying widths they have two-dimensional designs with intersecting lines. The codes can be scanned with the camera lens of a smartphone and then through the use of downloaded applications direct consumers to websites, coupons, videos, nutritional information and virtually any other material the code owner desires.

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New York  |  July, 28, 2011 at 03:49 PM

I've been using QR codes from a really awesome website called uQR.me and have started to use them on my wine labels. I linked the QRs to our website, a video of our winery and a video of a chef talking about the flavor of our various wines. I can definitely tell you that our sales have gone up dramatically. I know our product is great, but the QR Codes help us stand out even more.

www.SocialQRCode.com  |  July, 28, 2011 at 06:29 PM

Nice blog post! 2011 is going to be the year of the QR Code for marketers. Next time you create a QR Code, try www.SocialQRCode.com. It is designed for businesses to generate QR Codes and mobile landing pages for their businesses social properties. Create a landing page with a Facebook "Like" button or Twitter "Follow" button. Users can also create a mobile coupon that is sharable on Facebook and Twitter! Give it a try and let us know what you think!

Dan Focus    
London  |  July, 29, 2011 at 06:27 AM

We always use a UK based company called www.qrmediacodes.com They produce the B&W codes but we are getting more enquires from clients about custom / branded qr codes which they also offer. The good thing about them is that they also understand the importance of tracking the qr code and taking people to a mobile friendly site. QR codes are great but pointless if they take users through to a poor experience.

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