Meyer Natural Foods using new barcode technology
November 12, 2010
by Meat&Poultry Staff
LEXINGTON, Ky. – Meyer Natural Foods announced it is the first meat company to apply Microsoft Tag barcode technology as part of the launch of its Meyer Natural Beef retail packaging.
“We’re excited that Meyer Natural Foods is using Tag to engage with customers at a deeper level,” said Bill McQuain, director of tag product management at Microsoft Corp. “Microsoft Tag makes the world around you clickable, and now with the scan of Tag from a package of Meyer Natural Foods meat, customers will get a rich interactive brand experience.”
Natural product shoppers are more interested in learning about the brands they purchase, research indicated. To meet that need, Meyer’s 2D barcode encourages shoppers to scan the label with their smartphones to view a 20-second video. In addition to providing information about the brand, the video helps shoppers understand the difference of natural.
“Savvy shoppers seek out brands that match their lifestyles,” said Chris Anderson, marketing director, Meyer Natural Foods. “Bringing new technology into mainstream food products like beef is important to stay relevant with consumers. Finding fresh ways to connect with shoppers is one way Meyer is staying ahead of the curve.”
Tag barcodes also provide Meyer with a new way to offer information about its brands while keeping the meat case clear of clutter – a growing concern from retailers, Anderson said.
To drive trial during the launch of the product, the 2D barcode is paired with an on-pack coupon. Meyer will track barcode scans to monitor effectiveness. The company will explore additional barcode content for future application.
Microsoft showcases the Meyer Tag on its blog, http://tag.microsoft.com/showcase/meyernaturalbeef.aspx