Our Projects: QR Project
Species Information at point of sale, utilising Quick Response (QR) Codes.
Project Managers / Authors:
David Schubert (OceanWatch Australia), David Byrom (QDAFF)
Timeframe: January 2012 – July 2012
Queensland’s Department of Agriculture, Fisheries and Forestry (DAFF), OceanWatch Australia's SeaNet Program and the Moreton Bay Seafood Industry Association are working together as partners to develop a tool to provide the seafood consumer with detailed product information at point of sale.
This tool has been developed in response to consumer demand for more product information about place of origin, sustainability, handling to be reassured about a product's chain of custody, traceability, seasonality of species, method of harvest and information about the harvester. The tool, which is a simple code used by smartphone technology, will inform the consumer through video clips and educational material on sustainability and species related topics.
The retail sector will be the first to access this information. The process is easy; the QR code is displayed at point of sale with the product. Using their smartphone reader (which reads the QR code) the consumer is able to access the video information through the phone's screen. The intention is for the consumer to be able to access local, sustainable seafood information, so that they may make an informed decision on which product to purchase all done with the simple click of a button on a phone. If the consumer doesn't have a smartphone, the same information can be accessed via the MBSIA website (details found on the recipe cards).
Sustainability information on the following 7 species will be available;
Whiting, Flathead, Garfish, Bream, Tailor, Mullet and Whitespotted Rabbitfish (Black Trevally).
A short 45 second video for each species will be accessible for the above species; this will give the consumer information on where each species has been harvested from, dining credentials, how it was harvested as well as the fisheries sustainability credentials. The aim of this is to inform the consumer on wild caught species from the Moreton Bay region, assuring that Queensland’s tunnel net fishery is being harvested at sustainable levels, and the fishers are doing their best to maintain and improve both stocks and environmental sustainability.
Project Reports: Coming soon
• Queensland’s Department of Agriculture, Fisheries and Forestry
• OceanWatch Australia.