Consumer perceptions of QR code technology for enhanced fluid milk shelf-life information provision in a retail setting

There is increasing awareness of the impact of food waste and the large role best-by or sell-by dates play in consumer food waste. To address this issue, predictive models have been developed that can not only provide more accurate best-by dates for fluid milk but could also be used to dynamically predict shelf-life (e.g., based on distribution data such as storage temperatures) and adjust prices for products closer to the end of shelf-life. However, limited information is available on strategies to communicate this type of information to consumers. Here we assessed the consumer acceptance of (1) quick response (QR) code technology to communicate product shelf-life and (2) shelf-life dependent pricing based on QR codes by offering both half-gallon fluid milk with traditional printed best-by dates and identical products with QR codes to convey best-by dates over an 8-wk time period in a retail setting. Overall, 62% of half-gallon containers sold over this time frame featured QR codes and 48% of QR code scans were linked to subsequent sales, suggesting the possibility of substantial consumer acceptance of novel technologies to display and communicate best-by dates. Preliminary data based on a small number of sales also showed that consumers did purchase QR code-labeled products offered at a reduced price due to limited remaining shelf-life. Our data suggest that at least some consumer segments would adopt QR code-based shelf-life labels, which presents an opportunity to better manage and communicate “best-by” dates and use dynamic pricing strategies to reduce food waste that occurs when an end-of-shelf-life product is either not sold or is discarded by consumers. Overall, QR codes represent a strategic opportunity for the dairy industry to achieve greater sustainability and to foster stronger connections with customers through enhanced provision of information that highlights sustainability practices implemented across the whole supply chain.