Harvestmark

SunFed, the US-based privately held full-service fresh produce company, is to adopt industry-leading traceability system HarvestMark on its new line of organic melons, according to HarvestMark provider YottaMark.

According to the group, SunFed will use HarvestMark with its organic honeydew, cantaloupe and seedless watermelons, creating a 'valuable connection between growers, retailers and the shopper'.

Each individual SunFed organic melon will have a label carrying a unique QR code, which shoppers and retail buyers can scan with a smartphone or enter into the HarvestMark online database. With the technology in place, shoppers will be able to instantly learn where, when and how the melons were grown, receive notifications in the event of a recall and provide product feedback.

'Through our own primary market research, we know that buyers of natural and organic produce place a high value on transparency: discovering more about the source of the food they purchase for their families,' said J. Scott Carr, president and CEO of YottaMark. 'We're excited that SunFed has chosen to implement HarvestMark across its new line of organic melons, creating a valuable connection with the shopper.

'SunFed will be able to use the HarvestMark platform to aggregate data from shopper engagement, gain insights from customer feedback to build loyalty, and tune their growing and packing processes to get the best quality product,' he added.