Consumer food health and safety expectations are rising while tolerance for error is shrinking. Recalls, allergen incidents, and contamination events now carry immediate public\u2011health implications, long-term reputational damage and can even result in criminal convictions. As a result, retailers, and manufacturers are under increasing pressure to execute fast, accurate product recalls \u2013 removing contaminated products from the supply chain before they reach consumers\u2019 hands.<\/p>\n\n\n\n
With increasingly lean supply chains leaving little room to investigate problems once products are in transit through the supply chain, traditional paper-based food safety models \u2013 relying on static labels and manual audits \u2013 are too slow and cumbersome. As Rachael Satchwell, Global Food Sector Manager, Domino Printing Sciences, explains where implemented effectively, 2D codes powered by GS1 can enhance supply chain transparency \u2013 delivering the real-time visibility needed to transform food safety from reactive investigation into proactive prevention.<\/p>\n\n\n\n
Why food recalls are rising<\/strong><\/p>\n\n\n\n Despite investment in traceability and compliance, food recalls are on the rise \u2013 not necessarily because food quality has declined, but because detection capabilities and regulatory scrutiny have increased. Greater awareness of the health impact of food ingredients, particularly on vulnerable groups, has led to stricter labelling requirements and lower tolerance for error. As a result, issues such as incorrect or missing allergen information now prompt immediate recalls, alongside some more traditional causes such as contamination with pathogens like listeria or salmonella, or manufacturing faults where plastic or metal is found in the product.<\/p>\n\n\n\n For manufacturers operating under intense margin pressure, the implications of a food recall can be devastating. In addition to the costs associated with product loss and reputational damage, the sheer investigation process is resource-intensive and often disruptive to production.<\/p>\n\n\n\n Once products are downstream and have already hit retailers\u2019 shelves, the issue is compounded, affecting the retailer\u2013supplier relationship and putting pressure on retail businesses facing extended legal, health, and operational accountability. Recalls undermine consumer confidence, with a single instance having long-term ramifications for trust and engagement.<\/p>\n\n\n\n The traditional manual models used for food traceability and safety are blunt tools that simply cannot respond fast enough to support today\u2019s just-in-time logistics models. Manufacturers still relying on paper audits, static labels, and manual investigations are too often compelled to undertake wide-scale recalls, even if only a small batch is contaminated or mislabelled. Without the depth of specific information and speed of retrieval required to identify affected products, act quickly, and minimise exposure, the cost and reputational implications for both manufacturers and retailers are significant.<\/p>\n\n\n\n Building safety in: How 2D codes minimise errors at source<\/strong><\/p>\n\n\n\n 2D codes powered by GS1 are quickly changing the landscape for food producers and retailers. Unlike traditional linear barcodes that carry a single piece of information, 2D barcodes act as smart, connected gateways that link each individual product and batch to live, structured data. Even more compelling from a food safety perspective is that information can be accessed differently depending on product location and the role of the individual scanning the code, extending the remit of food safety information all the way through the supply chain from manufacture to post-purchase.<\/p>\n\n\n\n For manufacturers, the use of 2D codes embeds safety within existing production processes. 2D codes that enable access to batch-level information can be automatically scanned at goods-in and during manufacture, supporting increasingly robust fault detection processes. Earlier and more frequent checks ensure issues can be highlighted, assessed, and isolated upstream before products even leave the factory. In addition to reducing the risk of products arriving at retail outlets or, even worse, into consumer hands, continuous verification improves the timeliness of error identification, minimising the volume of affected products.<\/p>\n\n\n\n Improved data accuracy delivers the robust audit trail required in an era of heightened safety awareness. Automated verification limits the company\u2019s exposure to contamination and production error, minimising both costly disruption and product waste \u2013 while also giving manufacturers and brand owners greater confidence in the integrity of their data, reinforcing consumer trust and protecting brand reputation.<\/p>\n\n\n\n Enhancing point-of-sale compliance through connected packaging<\/strong><\/p>\n\n\n\n Even with improved manufacturing controls to reduce product recalls, retailers continue to face routine risks around out-of-date products and real-time recall management. 2D codes powered by GS1 offer a new safeguard, for example, to ensure any expired product scanned at the point of sale is immediately flagged as unfit for consumption, preventing accidental sale. The same process can be used if a product recall has been made; flagging the product during the point-of-sale scan will improve legal compliance and reduce consumer risk.<\/p>\n\n\n\n 2D codes that carry or link to batch-level information ensure that only affected products are removed from sale, rather than an entire product ranges. This precise traceability significantly reduces the time-consuming burden for retailers to manually take products off the shelf and handle the disposal\/return to the manufacturer. Retailers can also leverage the capabilities enabled by 2D codes \u2013 including access to richer, more granular information at the on-shelf stage \u2013 to become far more sophisticated about product discounting ahead of expiry dates. Early incremental reductions can minimise the chance of being left with unsold goods, cutting both product waste and the expense of waste disposal.<\/p>\n\n\n\n The dynamic data held within 2D codes also provides brands and retailers with a new opportunity to build consumer engagement through the provision of timely, specific, and easy to understand health and safety information during the shopping experience.<\/p>\n\n\n\n Strengthening consumer trust post-purchase<\/strong><\/p>\n\n\n\n Pre-purchase consumer engagement can be extended to the post-purchase consumer experience. Vulnerable consumers are protected throughout the product usage timeframe with allergen information updated in line with evolving regulation. Consumers can check product recycling requirements, supporting better environmental outcomes. Critically, if a product recall is necessary, the dynamic nature of 2D code information can reassure consumers about whether their specific product is affected, reducing panic and avoiding blanket and unnecessary returns.<\/p>\n\n\n\n By extending consumer insight post-purchase, brands can build greater trust. In addition to obligatory regulatory information regarding allergens and recycling, brands can add information to enhance overall consumer safety. Guidance on safe storage \u2013 such as refrigeration requirements or recommended freezer duration \u2013 can also strengthen consumer engagement and trust. Critically, information is specific. With the transparency enabled by 2D codes, brands can move away from generic messaging towards a more personalised, safety-centric approach that is not just product- but batch-specific.<\/p>\n\n\n\n A smarter future for food supply chain transparency<\/strong><\/p>\n\n\n\n Food safety is no longer just about proving what went wrong after the event. With a single code that enables granular insight to manufacturers, retailers, and consumers, 2D codes powered by GS1 can transform the way food safety is managed from creation to disposal. For manufacturers, enhanced traceability minimises the risk of product recalls and limits recalls to specific batches. For retailers, dynamic codes can reduce the risk of selling expired goods and enable intelligent discounting to reduce waste. For consumers, 2D codes provide a foundation for tailored health and safety information to improve understanding and engagement.<\/p>\n\n\n\n By creating a shared, real-time view of accurate product data, 2D codes build confidence at every point where decisions are made \u2013 from factory floor to point-of-sale to the consumer\u2019s home \u2013 embedding trust across the food system while improving traceability, safety, and sustainability.<\/p>\n","protected":false},"excerpt":{"rendered":" Consumer food health and safety expectations are rising while tolerance for error is shrinking. Recalls, allergen incidents, and contamination events now carry immediate public\u2011health implications, long-term reputational damage and can even result in criminal convictions. As a result, retailers, and manufacturers are under increasing pressure to execute fast, accurate product recalls \u2013 removing contaminated products<\/p>\n","protected":false},"author":1,"featured_media":22359,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70],"tags":[106],"class_list":{"0":"post-22358","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-articles","8":"tag-connected-packaging"},"_links":{"self":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/22358","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/comments?post=22358"}],"version-history":[{"count":1,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/22358\/revisions"}],"predecessor-version":[{"id":22360,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/22358\/revisions\/22360"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/media\/22359"}],"wp:attachment":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/media?parent=22358"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/categories?post=22358"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/tags?post=22358"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}