Perfection Fresh has launched a consumer traceability and provenance discovery tool on its raspberries coming from its farms in Caboolture, Queensland. The tool is powered by FreshChain Systems, a fully integrated, blockchain enabled, paddock to plate assurance system that enables traceability from the food we eat.
Luke Gibson, Head of Marketing at Perfection Fresh says he is excited consumers can now access greater information about where and when their food comes from.
“Consumers are telling us that they want more than just the product, they are looking for an experience that connects them to the produce and growers, and to learn more about our world class produce,” he says.
Linking Perfection Fresh’s physical packs with digital environments provides a unique opportunity to engage consumers in a new way. Mr Gibson was also keen to initiate more two-way interactions by gathering insights on how consumers were responding to products.
“Understanding consumer preferences helps us determine why people choose Perfection Fresh raspberries over another brand. This QR code trial gives consumers an opportunity to rate our product, before and after eating and give us feedback on the whole experience.”
Greg Calvert, Director of FreshChain Systems says the increasingly digital world enables some wonderful opportunities to engage with consumers.
“Raspberries are a classic example of a beautiful product that has so much more to offer,” he said.
“Sharing not only the product but the ways to store it, the farm’s certifications, new ways to use in cooking and fun facts, helps maintain and educate curious minds. Growers have recognised that these are much more than labels, they are valuable digital assets of the business now and into the future.”