Kroger Unveils Produce Traceability Technology

November 3, 2009

Kroger day store front Kroger’s new line of store brand fresh salads includes new technology on the packaging that enables customers to learn where the produce was grown as part of Kroger’s “Quality You Can Trace” program.

The operator of 2,470 stores nationwide teamed with HarvestMark, a food traceability company, to give customers an easy way to learn more about where the produce used in Kroger salads was grown. Fresh Selections by Kroger, pre-washed ready-to-serve packaged salads priced from 99 cents to $4.99, depending on the variety and the market, are the only salads with HarvestMark technology currently sold in the U.S.

Each bag carries a 16-digit code shoppers can enter at HarvestMark.com to learn more about the salad’s origin, packing location, ingredients, and the date and time the product was packed. Customers can also offer their feedback on the product.

“Kroger continues to be a leader in offering customers innovative food safety tools and resources,” said Joe Grieshaber, group vice president of Kroger’s meat, seafood, deli and produce departments. “Food safety is a top priority at Kroger. Our partnership with HarvestMark makes it easy for customers who are interested to learn more about the food they purchase for themselves and their families. Kroger is committed to helping our customers prepare safe and delicious meals for their families.”

The partnership with HarvestMark follows Kroger’s notification systems established two years ago to notify customers of certain product recalls. Earlier this year, Kroger-owned stores launched a “Safe Grilling” campaign to remind customers about the four keys to safe grilling: Chill, Clean, Separate and Cook.

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Keywords: business, companies, food and beverage, grocery, harvestmark, industry, kroger, markets, private label food, private label produce, private label traceability, store brand food, store brand produce, store brand traceability

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