German discounter Penny has announced that it is to add QR codes to pineapples and organic bananas to provide additional supply chain information to shoppers.
The QR codes will lead customers to a website with detailed information about plantations and their sustainability activities, audits, or awards.
A recent study by the European Food Safety Authority (EFSA) found that 53% of EU citizens consider the origin of food as a relevant purchasing criterion.
Divisional Board Member for Retail Trade at REWE Group and the COO of Penny, Stefan Magel, said, "With the introduction of the QR code we show that we are aware of our social and environmental responsibility in the supply chain.
"Customers who buy pineapples and bananas from us can do so with confidence and with a clear conscience because we place great value on the selection of our partners."
Commencing 19 August, the retailer will introduce QR codes to all pineapples in its stores.
Naturgut organic bananas sold in Penny outlets will implement QR codes from 9 September.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.