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Foster Farms’ DORI rides resurgent QR trend

In a competitive poultry category, Foster Farms uses QR technology to give consumers the information they want, plus added benefits, right at the point of purchase.

Foster Farms' DORI QR platform
Foster Farms' DORI QR platform

Meat and poultry producers have long been confilcted on how to use packaging label real estate. Since consumers base so much of their purchasing decisions on what they can see through a transparent film, labeling and messaging space has been limited.

“Yet at the same time, consumers have more and more question about where their chicken comes from and how it’s produced,” says Ira Brill, Director of Communications for California chicken producer Foster Farms.

To solve this problem, Foster Farms introduces DORI™ (Deals, Origins, Recipes, and Information), a new, interactive on-package QR code that is designed to make shopping for chicken easier. Stylized as an emoji, the DORI QR platform connects consumers to exclusive savings via a collaboration with coupons.com, source information, more than 500 fresh chicken recipes, a guide to poultry labeling terms, and more. DORI is accessible via smartphones wherever Foster Farms fresh chicken is sold. DORI recently debuted across all Foster Farms fresh chicken lines, including Fresh and Natural, Simply Raised, and Organic products.

The use of QR code as for augmented messaging on packages seemed promising in its infancy but lagged when disparate smartphone platforms required dissimilar steps or apps to access the QR information. But with the iOS 11 and Android updates that enable QR scans directly from smartphone cameras, a QR code resurgence is predicted by technology industry analysts. According to astudy from Juniper Research, approximately 1.3 billion QR code coupons were redeemed via mobile phones in 2017. This number is expected to grow to 5.3 billion by 2022. DORI is paving the way for greater access to information and savings in the fresh poultry case.

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