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SmartLabel initiative to provide product transparency

A new SmartLabel transparency initiative created by retailers and manufacturers will enable consumers to get added information about thousands of products by scanning a QR code on packaging or accessing an online landing page with information about ingredients and other product attributes such as allergens, third-party certifications and social compliance programs.

“People want more information and are asking more questions about products they buy, use and consume, and SmartLabel puts detailed information right at their fingertips,” said Pam Bailey, president and CEO of GMA in a statement. “SmartLabel is a modern technology that will change how people shop and will help them get answers to questions they have on the products they purchase when they want that information.”

Each individual product in SmartLabel will have a specific landing page containing detailed product information from the manufacturer.

Consumers will be able to access this information in several ways: by scanning a QR code on the package, using a web search, going to a participating company’s web site, or eventually through an app. A number of retailers will also have this information available at their customer service desk, according to GMA.


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Some companies will begin to offer products using SmartLabel late this year and in early 2016, with projections of nearly 30,000 participating products by the end of 2017. Companies are projecting that by that time 20,000 food products will disclose whether products do, do not, or may contain GMOs, according to GMA. It estimates that within five years, more than 80% of the food, beverage, pet care, personal care and household products that consumers buy will be using SmartLabel.

The following companies have signed on to the initiative: ConAgra Foods, Hormel Foods, Campbell Soup Co., Knouse Foods, Land O’Lakes, PepsiCo, Coca-Cola, Nestle, Hershey, J.M. Smucker Co., Kellogg Co., General Mills, McCormick & Co., Bimbo Bakeries USA, Bruce Foods Corp., Bumble Bee Seafoods, Ferraro USA, Flowers Foods, Reily Foods Co., Rich Products Corp., Sunny Delight Beverages Co., Tyson Foods, Ahold USA, Topco LLC, The WhiteWave Foods Co., Pharmavite LLC, Clorox, Colgate, Procter & Gamble and Unilever.

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