California Giant Berry Farms has revealed that it is testing the item level traceability programme offered by HarvestMark on its four-pound clamshells this year, in a bid to evaluate the overall system from field through to distribution.
The move marks the second season that Cal Giant has worked with the HarvestMark programme, adding what it describes as a 'valuable consumer component' to the process.
In an effort to determine consumer interest, impact and demand for the traceback system, California Giant has added a call-out feature on its clamshell labels encouraging consumers to visit the HarvestMark website, enter the unique code and answer questions on the usefulness of the information provided.
'As an industry leader in food safety and quality practices, implementing this traceability programme extends our ongoing food safety programme and provides us with critical feedback from our consumers,' said Cal Giant marketing director Cindy Jewell.
'Encouraging consumers to visit the traceability website will help us to really determine level of interest in this type of information, if the information itself was satisfactory, and determine what percentage of consumers after purchase actually follow through with tracking their berries,' she added.
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