Melbourne-based brand Nutura Organic produce a range of early nutrition products made exclusively from Australian certified organic milk. Their products can be found in Priceline and Woolworths stores across Australia and they have established a large export market across China, Macau, Malaysia and beyond.
The early nutrition market is tightly regulated and has high consumer expectations. Trust and authenticity play a key role in driving brand choice, as globally there have numerous, widely reported instances of counterfeiting and fraudulent behaviour.
As a result, assurances of authenticity and transparency are crucial considerations for many consumers who want to be certain that the products they feed their children are safe and genuine.
Running parallel to this are concerns surrounding off-shore supply chains and a brand’s ability to have sight of every event, emphasising the need for full traceability.
Trust Codes
With market leadership in brand protection, data intelligence and traceability, GS1 partners Trust Codes were able to help Nutura Organic implement a solution for guaranteeing authenticity to their customers.
Trust Codes worked with Nutura Organic to implement GS1 Digital Link to provide a “digital product license plate” underpinned by GS1 global standards, for each and every product. This provides consumers with a simple way to verify authenticity with greater visibility and transparency of products and the supply chains they arrived on.
In the unlikely event of a recall, the ability to track and identify affected products is greatly enhanced with a unique digital identifier that is encapsulated within the GS1 powered QR code.
Assuring authenticity
Based on the unique digital identity of each item (the digital product licence plate), a QR code powered by GS1 Digital Link is created to store a cryptographically secure token. This enables transparency and traceability throughout a product’s lifecycle, from the point of manufacture all the way to the end consumer. Consumers simply scan the QR code located on pack to instantly access the digital product licence plate, allowing them to be certain that the Nutura Organic product they have purchased is genuine and safe to use.
Combining brand protection and consumer engagement
Combining the functionality of GS1 Digital Link with the Trust Codes platform has enabled Nutura Organic to associate a plethora of data with each unique QR code.
While traditional 1D barcodes contain a limited numeric identifier, GS1 Digital Link has allowed Nutura Organic to tailor the data they want to share to each stage of the supply chain. With the ability to digitally carry more data and instantly connect to online content, GS1 powered QR codes now meet the data needs of all Nutura Organic’s supply chain partners, while also engaging with and educating their consumers.
Boosting efficiency with laser marking
The in-line laser marking of Nutura Organic’s canned products was critical to the success of this project. Each GS1 powered QR code were lasered onto the base of each can, allowing the solution to be implemented at scale and speed without impacting throughput.
The Trust Codes team worked alongside Nutura Organic to deliver an engaging user experience. This experience not only validated the authenticity of each product but also connected consumers to the brand’s “village” of experts, building greater connections and trust. They also digitally integrated the “Australian Made Campaign” to products destined for their export markets.
The power of trusted data
There is a growing expectation from consumers that brands not only protect their products, but also enable traceability, transparency and provide a data-driven story. The demand for data is constantly growing and businesses now find themselves having to provide more, higher quality data to their partners and consumers than ever before.
Meeting this demand can be essential for mitigating brand hesitancy. As well as assuring authenticity, GS1 powered QR codes enable a direct line of engagement, acting as a gateway to dynamic digital content that can boost revenue and strengthen brand loyalty.
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