What is claimed to be the first mobile traceability system for consumers in the German dairy sector has been launched by the country’s leading organic milk processor Andechser Molkerei. With its “Mobile Marketing” the dairy introduces a QR, or 2D matrix code on Andechser product packaging. Customers scan the code with their mobile phone cameras and a QR code reader directs the consumer to a dedicated website. On the site, there is a detailed description of the product and information on possible allergy risks, production method and milk source as well as latest news concerning Andechser dairy and the production of organic milk.

First Andechser products to bear the new QR code on their packaging include “Natur Bio” goat milk butter cheese slices and “Natur Bio” drinking yogurt (raspberry flavour). Involved in the revolutionary move towards what the dairy describes as complete production transparency for the modern consumer is the Internet servicer mynetfair with the web “scan2trace” system.