Brittany-based marketer Prince de Bretagne is launching a “traceability portal” that is accessible via a QR code printed on its products’ packaging in order to close the gap between consumers and producers.
Part of the company’s commitment to transparency and innovation, the service was initially used for its tomato range cultivated without the use of synthetic pesticides, before being rolled out to other organic vegetables.
Prince de Bretagne has attempted to highlight the growers behind the products, including their experience, know-how and values, as well as the way in which the product has been cultivated.
By scanning the product’s QR code with a smart phone, the consumer is able to access the brand traceability portal, where they can discover the identity of the producer, the route the product has taken to reach the store, nutritional values, certifications, recipes and preparation tips, and videos.
“The launch of the traceability portal is part of Prince de Bretagne's public communication strategy of proximity, transparency on the ten industry commitments and ‘truth-telling’,” the marketer revealed. “Indeed, over the last three years, the brand has introduced multiple innovations for its customers and consumers in search of transparency: animations and posts on the producer side via social media like Facebook, Instagram and Youtube, mobile application Chou 'Time, participation for the first time at the international agricultural show with 3D videos of four types of cultivation, and more recently, the completion of a web-series with Youtuber Evan de Britain.”
According to Prince de Bretagne, consumer demand for personalised information and guarantees on food safety is especially acute for fruit and vegetables due to fears over pesticide use. With this new portal, the marketer aims to boost consumer confidence about the agricultural practices used by its growers and bring the consumer and the producer closer together.
