Perfection Fresh has implemented a consumer traceability and traceability tool for its raspberries, sourced from its farms in Caboolture, Queensland. The tool is operated by FreshChain Systems, a fully integrated, blockchain-capable system for securing the paddock to the plate, which enables the traceability of the food we eat.
Luke Gibson, Head of Marketing at Perfection Fresh, is delighted that consumers now have more information on where and when their food is coming from.
“Consumers tell us that they want more than just the product, they are looking for an experience that connects them with the products and the producers, and learns more about our world-class products,” he says.
Linking Perfection Fresh's physical packs with digital environments offers a unique opportunity to engage consumers in new ways. Mr. Gibson was also interested in initiating more two-way interactions by gaining insights into how consumers reacted to products.
“Understanding consumer preferences helps us understand why people choose Perfection Fresh raspberries over any other brand. This QR code trial version gives consumers the opportunity to rate our product before and after eating and to give us feedback on the overall experience. "
Greg Calvert, director of FreshChain Systems, says the increasingly digital world offers some wonderful ways to connect with consumers.
"Raspberries are a classic example of a beautiful product that has so much more to offer," he said.
“Passing on not only the product, but also the storage options, the farm's certifications, new cooking methods and fun facts help maintain and educate curious minds. Growers have realized that these are much more than just labels, they are valuable digital assets of the company now and in the future. "