July 20, 2017

Fonterra's traceability programme continues with launch of Anmum QR code in China

Fonterra has taken an important step towards full electronic traceability by 2020, unveiling a QR code on its Anmum range in China which enables consumers to trace the product’s origins.

By scanning the unique code on each can of product, consumers can access information including the product batch number, the production and expiry dates, the region that the milk was sourced from and a certificate of inspection.

“Food safety continues to be top-of-mind for consumers in China, making it essential for us to provide as much assurance as possible on the safety and quality of our products,” said Christina Zhu, President of Fonterra Greater China. “This new QR code strengthens our brand position in the world’s largest infant formula market and reaffirms our ambition to be the most trusted source of dairy nutrition.”

Food safety consciousness is on the rise among Chinese consumers. According to research conducted by McKinsey last year, 72 per cent of consumers worry about the food they consume being harmful to their health, up from 60 per cent in 2012.

By scanning the unique code on each can of product, consumers can access information including the product batch number, the production and expiry dates, the region that the milk was sourced from and a certificate of inspection.

“Food safety continues to be top-of-mind for consumers in China, making it essential for us to provide as much assurance as possible on the safety and quality of our products,” said Christina Zhu, President of Fonterra Greater China. “This new QR code strengthens our brand position in the world’s largest infant formula market and reaffirms our ambition to be the most trusted source of dairy nutrition.”

Food safety consciousness is on the rise among Chinese consumers. According to research conducted by McKinsey last year, 72 per cent of consumers worry about the food they consume being harmful to their health, up from 60 per cent in 2012.

A launch ceremony for the QR code was held during the Children Baby Maternity Expo (CBME) earlier this week, attended by representatives from New Zealand Trade and Enterprise and the New Zealand Consulate in Shanghai.

The Children Baby Maternity Expo, otherwise known as the Shanghai Baby Show, is the world’s largest exhibition for maternal and baby products. Approximately 2,600 companies and 4,000 brands are represented at this year’s event, with an estimated 90,000 attendees over the course of three days.

The QR code will roll-out on product later this year in China, following on from the launch of the technology for New Zealand’s Anmum consumers in April.

“This is part of our global effort to have full traceability for every drop of milk right back to the source,” said Tim Kirk, Fonterra General Manager Trust in Source. “This includes every stage of processing, every ingredient, every product and our direct sales to customers in more than 100 countries.”