Open Access Mini Review

Using Quick Response Code in Food Packaging for Traceability and Marketing Strategies

Joao Guilherme de Camargo Ferraz Machado1*, Jose Flavio Diniz Nantes2 and Fabiana Cunha Viana Leonelli3

1Sao Paulo State University (UNESP), Faculty of Sciences and Engineering, Tupa-SP, Brazil

2Federal University of Sao Carlos, Exact and Technology Sciences Center, Sao Carlos-SP, Brazil

3University of Sao Paulo (USP), Faculty of Animal Science and Food Engineering, Pirassununga-SP, Brazil

Corresponding Author

Received Date: February 27, 2019;  Published Date: March 28, 2019


The use of Quick Response Code (QR code) in agri-food products packaging has been providing a new channel of communication and relationship between company and consumer. In food retailing, in the absence of sellers packs communicate with consumers and, when used as a marketing strategy or tool facilitating traceability, can help consumers interpret the available information on the labels. The mobile tagging strategies allow available information and entertainment with innovative actions to different segments, expanding the labels communications capabilities beyond traditional information weight, validity, and nutritional data. Although the growth potential of this technology is significant, use the packaging still limited, and companies lose the opportunity to differentiate the offer, providing additional content and sometimes customized. However, to leverage its use is necessary for companies to show clearly the QR code on packaging and also indicate to consumers how to make use of this technology, taking advantage of the available information so that in future they may use them in the decision shopping process.

Keywords: Agri food products; Marketing strategies; Packaging; QR code; Traceability

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