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Silver Fern Farm rolls out fresh packaging

By Oscar Rousseau contact

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Silver Fern Farm's chief executive 'exited' by on-pack traceability features
Silver Fern Farm's chief executive 'exited' by on-pack traceability features

Related tags: New zealand

New Zealand meat processor Silver Fern Farm has rolled out new retail packaging with a unique traceability code for its range of grass-fed beef.

The “fresh and inspiring​” packaging will hit New Zealand supermarket shelves in October, the company said.

New packaging comes after the business, part owned by Chinese outfit Shanghai Malin, made what it called a “significant investment in traceability​” in September 2017.
New retail packaging will come with a supposedly fraud-proof QR code on every pack of meat. Once scanned, users will be redirected to a web pages that not only verifies which region the animal came from, but has a bio of the firm’s farmers and recipe ideas that are different for each product.

‘Excited’ by new packaging features

Silver Fern Farm​ has also worked with origin verification company Oritain for over three years to develop a traceability system that can provide proof of origin certification for consumers.

At the time of the investment last month, Silver Fern Farm’s Chief Executive Dean Hamilton said he was “excited” by the consumer-facing developments that should build “trust” in the brand.

Related topics: New Zealand, Products, Lamb, Beef

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1 comment

Carbone footprint

Posted by AM Champagne,

Will the QR code also give the carbone footprint or greenhouse emissions of the product?

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