Following a succesful trial in February 2912, some of the leading names in the Italian fresh produce sector have agreed to roll out MagicCode, a system of QR codes and readers that rewards independent greengrocers who achieve strong product sales.
The campaign, which is a joint venture between apple marketer Melinda, soft fruit specialist Sant'Orsola, leading fresh produce supplier Apofruit and tropical fruit importer Simba (part of GF Group), encourages those retail partners to build up points by scanning the items they sell under the companies' brands in order to win a number of different prizes.
Two of Apofruit's key brands, Solarelli and organic line Almaverde Bio, are included in the project, as is Simba's recently launched F.lli Orsero brand for bananas and pineapples.
During MagicCode's trial period, the system was tested by 150 greengrocers in Milan, Rome, Brescia, Bergamo and Bari, with each retailer given their own smartphone to scan the branded produce they sold.
For a whole year from the start of February 2013, MagicCode will involve not only those same 150 independents but also others in ten more cities – Ancona, Bologna, Florence, Genoa, Mantua, Padua, Pescara, Turin, Verona and Vicenza – bringing the total number of participants to 300.
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