By Antony Calo
The Challenge One of the main challenges for the organic industry is to be able to assure clients that their products are genuine and to show their origins. There is a need for transparency and traceability from field to the end consumer. Organic suppliers must
respect the highest criteria regarding farming, processing, packaging, distribution,
quality, ecology, waste and carbon footprint. Consumers want to be sure that these criteria are respected and that they can have access to valid and accurate information about the goods. Companies need to establish direct communication with their target market.
But how can clients be assured?
Counterfeiting is a serious issue for all brands, unscrupulous vendors are well aware that provenance is important to consumers, and origins and quality are an easy target for cheats. Be it cheese, chocolate or cosmetics that are lovingly made, no-one is safe from these charlatans. Organic suppliers must be able to demonstrate to their clients that the wealth and added value offered in their products are genuine. What is needed is a way to reveal with concrete facts that ‘the Goods are Genuine’ and that a trade mark can be protected. But it doesn’t stop there. Remember in Harry Potter where the print comes to life? imagine integrating physical printed objects with digital and being able to receive comments and recommendations from clients, to be able to interact and share ideas, suggestions, start fan clubs, organize local meetings, tasting sessions, share recipes and swap photos and to initiate chat between clients and even customers and suppliers via a professional site.
Mobile – The Slow Revolution Taking Place at High Speed
Although print is still the favorite, with the onset of the digital age information travels at warp speed. The World Wide Web arrived and now everyone in commerce has an internet site. Things are changing the way people will see the internet, which brings tremendous new
advantages. The next change is that during 2014 more people in the world will use their smartphone or tablet to navigate than their desktop navigation. And companies will need to adapt their traditional websites for mobile viewing.
Test at BioFach India
At BioFach India this past November an innovate twist on print called Stampatech® was introduced to the organic market, attracting important attention due to the systems’ versatility and stunning results. The concept incorporated by Stampatech® demonstrated at BioFach India that companies may market their products and be able to protect the industry from undesirable attacks.
Transitioning digital from print
Printing now goes way beyond a paper in front of the reader. The new technology opens new possibilities and brings tremendous advantages to a printed page whether it is a brochure, a packaging or a label. With a simple gesture you can now demonstrate exactly
where your products came from, what ingredients and qualities they possess, their freshness and even the distance they have traveled. You can show consumers an unlimited amount of additional information such as videos, other products, catalogs and
production methods. You can upload extra data of all sorts, create consumer profiles, geographic marketing data, interact with clients, have contests and extra information and assurances (CRM).
How does the technology work?
Via the ability to read information in the print Stampatech® uses mobile technology to tell a smartphone or tablet to look deeper. The result is extra hidden content. The technology does not require special costs or tools, only a smartphone and a free downloadable APP. It is a more sophisticated version of those unsightly QR codes. It is actually invisible to the naked eye and immune to phishing attacks and viruses easily replicable in QR codes.
The Future of Interaction with Consumers.
Try it for yourself The trend today is toward integration of digital with print through augmented Reality a vastly sophisticated evolution offering many more possibilities.
Allowing a smartphone or iPad to connect with or superimpose virtually any digital image onto print. Through this interaction a myriad of extra information becomes available. One simply installs the app, in 30 seconds points the phone at the image and from within the phone a whole new world opens up. This is the next phase of internet and it just happens
to be a phase that will be of tremendous benefit to the organic and sustainable sectors.
In your OWN upcoming issue we expect to have real working ads to demonstrate the power of the technology. In the meantime, just follow the instructions here below and try it on the green image in the article.