An article in The Packer today pointed the way to the future of fresh produce ... item-level traceability. Soon, consumers will be able to punch a code into a website or their cell phones and find out whence their melons came, and whether they're affected by a food safety issue. Of course, this also gives the brand owner an opportunity to share their food safety and growing practices in a rich and accessible way. Watch this space. This is just the thin edge of the wedge. So to speak.
(Disclosure: the item-level traceability coding solution is supplied by YottaMark)
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