“How likely is it that someone would go into a field to find out the exact origin of a tomato before putting it on their table? Probably not very likely. At My Market, however, the answer is always available for our fresh local produce: with a simple scan of a QR code in the store, consumers can find out everything they need to know,” the company states in a press release.
My Market’s new campaign, “We’re Venturing into New Terrain,” captures the transition from the unknown to the known and highlights the journey from field to shelf, through a modern consumer experience, underscoring My Market’s long-term commitment to trust and transparency, the press release adds.
The “stars” of the campaign are fresh fruits and vegetables from local producers. My Market invites consumers to step into the field and “visit” the source of the product they choose by scanning the QR code on each grocery shelf that interests them with their cell phone, transforming the field into a familiar and accessible space.
Options for Consumers
What does this experience entail? Through the QR code, consumers are directed to a specially designed page where they can see:
- the product variety
- the planting date
- the name of the producer or company
- the region of origin
At My Market, with the help of the award-winning, independent food traceability software e-cert, we ensure that all domestic fruits and vegetables are traceable and verified at every stage of the supply chain, before they reach the table. This provides consumers with knowledge, confidence, and a genuine connection to the origin of their food.
The campaign is being implemented through a dynamic 360° communication plan, with a presence on television, digital media, social media, radio, and in-store apps, bringing consumers even closer to the freshness and authenticity of My Market’s products.
More information is available here.