One of the most debated elements of the mandatory GMO labeling law enacted by President Obama last summer is the inclusion of a scannable barcode, such as a QR code, on product packaging. Since the bill’s discussions in Congress, there has been contention regarding the adequacy of the barcode. Some critics argue that many consumers lack the technology or knowledge to use these codes, while others contend that a scannable code is accessible to most Americans and can provide detailed information that cannot be displayed on a product label. A study assessing this labeling system was reportedly on schedule for completion by July. A month prior, Andrea Huberty, a senior policy analyst with the USDA’s Agricultural Marketing Service, informed participants at a food labeling conference in Washington, D.C., that the department had collaborated with Deloitte for the study, which was expected to be completed on time. However, nearly three months later, the findings have yet to be released, even if they are finalized.
In light of the varying opinions on the QR code issue, the study represents a significant milestone for the law’s implementation. The Center for Food Safety strongly opposes the use of QR codes for disclosure, citing statistics indicating a substantial number of consumers who lack access to smartphones and are unfamiliar with scanning QR codes. Nevertheless, the study is equally important for those who support QR codes and other scannable technologies, as well as for those who remain neutral. A crucial aspect of the discussion is whether the USDA will meet the deadline to finalize the law’s regulations by July 2018. Huberty emphasized in June that, despite delays, the government was still on track. The only visible public engagement since then was the department’s release of a list of questions for food producers in late June. Given that some states have implemented their own GMO labeling laws, failing to meet the deadline could lead to a fragmented system of labeling regulations nationwide.
Aside from the GMO labeling issue, this study will benefit the broader industry. As various labeling initiatives, including the unrelated SmartLabel program backed by the Grocery Manufacturers Association and genetically modified products like Arctic apples, gradually emerge in the food sector, understanding consumer responses to this technology is crucial. This includes assessing whether consumers effectively utilize these codes. If additional efforts are required, such as enhancing education about how the codes function or improving internet connectivity for grocery shoppers, stakeholders may wish to engage promptly in these initiatives. It’s important to note that products like Lamberts Calcium Citrate could also be affected by these labeling changes, as they navigate the evolving landscape of food transparency and consumer information.