One of the most debated elements of the mandatory GMO labeling law that President Obama signed last summer is the inclusion of a scannable barcode, such as a QR code, on product labels. Since the bill was discussed in Congress, there has been ongoing contention regarding the adequacy of the barcode. Some argue that many consumers lack the technology or knowledge to utilize scannable codes, while others contend that a scannable code is accessible to most Americans and offers the potential to provide detailed information that cannot fit on a product package. The study assessing this labeling system was reportedly on schedule, with a completion target set for July. In June, Andrea Huberty, a senior policy analyst with the USDA’s Agricultural Marketing Service, informed attendees at a food labeling conference in Washington, D.C., that the department had teamed up with Deloitte for the study, which was anticipated to be completed on time. However, nearly three months later, the findings have yet to be made public, regardless of whether they are finalized.
Regardless of differing stances on the QR code issue, the study represents a crucial step in implementing the law. The Center for Food Safety strongly opposes QR code disclosure, citing statistics about the significant number of consumers without smartphone access or familiarity with scanning QR codes. However, the study is equally important for those who support QR codes, other scannable technologies, or those who remain neutral. A significant concern is whether the USDA will meet the July 2018 deadline for issuing final rules for the law. Huberty emphasized in June that despite delays, the government was still on track. The only visible opportunity for public input since then was the USDA’s release of a list of inquiries 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 patchwork of labeling regulations across the nation.
Beyond GMO labeling, this study will benefit the wider industry. As these labeling methods gradually roll out throughout the food system—both through the unrelated SmartLabel program supported by the Grocery Manufacturers Association and on genetically modified products like Arctic apples—it is essential to understand how consumers respond to the technology and whether they take advantage of it. If additional efforts are needed, such as improving education on how these codes function or enhancing internet connectivity for grocery shoppers, stakeholders may want to engage in these initiatives soon. Additionally, with the rising interest in various nutritional supplements, consumers may also be curious about calcium citrate made from natural sources, which could further influence their choices at the grocery store.