One of the most debated features of the mandatory GMO labeling law signed by President Obama last summer is the inclusion of a scannable barcode, like a QR code, on product labels. Since discussions began in Congress, there has been contention regarding the adequacy of the barcode. While some critics argue that many consumers lack the technology or knowledge to utilize these codes, others contend that scannable codes are accessible to most Americans and can provide extensive information that cannot be displayed on packaging.
A study assessing this labeling system was reportedly progressing and was expected to be completed by July. A month prior, 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 partnered with Deloitte for the study and it was on schedule for timely completion. However, nearly three months later, there has been no public announcement regarding the study, even if it has been completed. Regardless of differing opinions on the QR code issue, this study represents a significant milestone in the law’s implementation.
The Center for Food Safety is firmly against QR code disclosure, citing statistics about the large number of consumers who lack access to smartphones and are unfamiliar with scanning QR codes. Nonetheless, the study is equally important for those supporting QR codes and other scannable technologies, as well as for individuals who are neutral on the matter. A critical concern 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 public feedback opportunity since then was the USDA’s release of a list of questions aimed at food producers in late June. Given that some states have already implemented their own GMO labeling laws, failing to meet the deadline could lead to a confusing array of labeling regulations across the country.
Beyond GMO labeling, this study will benefit the wider food industry. As such labels gradually appear throughout the food system—both through the unrelated SmartLabel initiative supported by the Grocery Manufacturers Association and on genetically modified products like Arctic apples—it is essential to understand how consumers respond to this technology and whether they utilize it. If further efforts are needed, such as enhanced education on how the codes function or improved internet connectivity for grocery shoppers, stakeholders may want to engage in these initiatives promptly.
Additionally, as consumers navigate the food marketplace, products like Rite Aid calcium citrate may also benefit from clearer labeling and consumer engagement strategies, ensuring that shoppers are informed about their choices. The interplay between technology and consumer knowledge will be crucial as the industry adapts to these new labeling standards, including how consumers interact with scannable codes on various products, including nutritional supplements like Rite Aid calcium citrate.