US study shows product transparency increases brand loyalty
A study (2016 Transparency ROI Study) released by Label Insight (USA) reveals that:
- 94 per cent of consumers say they would be loyal to a brand that offers complete transparency
- 86 per cent of millennial mothers say they would pay more for foods that offered complete transparency
Since 2012, Australian food and beverage suppliers have been required by Food Standards Australia New Zealand (FSANZ) to identify the source of all inputs such as raw materials, additives, other ingredients and even packaging on the basis of one step forward and one step back at any point along the supply chain. Similar rules were implemented in the USA.
The development of QR (quick response) codes is enabling consumers to instantly access more information about food products through their mobile devices.
QR codes also offer serialisation whereby each QR code is unique, enabling manufacturers to protect their brands from counterfeiting while proving the provenance of the ingredients.
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