The Smart Tags communication project is set to increase consumer trust towards food products by sharing information about the food product value chain during the whole life-cycle of the product, enabling novel service concepts and interactivity between consumers and the food industry. It screens and evaluates the suitability of different technologies available in the market and aims to understand the needs and expectations of consumers towards how and where interactivity is valued. Our outcome will increase the trust and knowledge of the food value chain for consumers and provides new experiences of interactivity with the food industry.
For the food industry, we are able to share knowledge about how to create added value for the consumers and when, where and how the consumers are willing to utilize the data available with existing technology. New value-added services will be co-created with consumers and other stakeholders. Selected service concepts will be pre-piloted during the pilot; suitable Smart Tags will be printed for each concept and the use of tags will be evaluated. The project will communicate to a wide audience about the technological possibilities to increase transparency in food industry, and to increase public interest, and consumer involvement and trust.