BXP - Vol 4 No 4 May/June 2020 - 25

25
ture the salmon live in. Literally, from the sea to the shelf.
"The traceability tool allows us to invite consumers to get to
know our entire value chain," Johler says.

QR CODES ON THE RISE
In the U.S. alone, an estimated 11 million households will scan a
QR Code in 2020, according to a recent Statista survey. This is
an increase from 9.76 million scans in 2018.

TECH DRIVES INNOVATIVE PROCESS

By integrating Mowi's supply chain systems and printing

The experience, powered by EVRYTHNG, is also the industry's

processes with the EVRYTHNG Product Cloud, every individual

first mass-scale application of the new GS1 Digital Link standard.

pack of salmon is now scannable by consumers.

"It is exciting to see the first large industry deployment of the

"Consumers simply scan the QR code on the packaging with

GS1 Digital Link standard in this very important area of the global

their smartphone camera-no app required-to enter the world

food supply chain," says Robert Beideman, GSI's chief solutions

of the farm-raised salmon in the specific package, tracing the

and innovation officer.

full life-cycle of the salmon," Murphy says. "This is important for

Niall Murphy, CEO and co-founder of EVRYTHNG, explains the

brands like Mowi strategically. Brands now have a direct channel

global standard upgrades the barcode used by 2 million manu-

to forge customer relationships to build trust and ultimately

facturers on more than 4 trillion products per annum across the

grow sales."

$13.5-trillion consumer products industry, so that every product
can now be Web-connected and smartphone-interactive.
The EVRYTHNG Product Cloud allows Mowi to digitize its fish
products at scale. By giving every piece of fish a unique Active

Mowi anticipates the real-time engagement data and insights
will help the company learn about consumer behaviors so it can
meet future needs.
EVRYTHNG's CTO, Dominique Guinard Ph.D., co-chairs the

Digital Identity at the time of production, Mowi now has a real-

GS1 Digital Link working group that manages the standard and

time view of the entire product lifecycle, enabling unprecedented

reports significant momentum globally with brands adopting it

tracking and authentication of every single item from farm to con-

as a scalable, future-proof solution to deliver direct-to-consumer

sumer, making its supply chain more efficient, agile and faster-a

experiences, transparency and proof of brand integrity.

critical factor in a world where sustainability is demanded and
circularity is the goal.
"Consumers are seeking transparency and authenticity, while

"In a world where trust is a defining commodity, the level
of transparency Mowi has achieved will fast become the new
normal for every consumer product," Murphy says. "Giving every

brands are seeking visibility into the journeys of individual prod-

product-every piece of fish-an identity is a giant step towards

ucts from production to consumption," Murphy says. "Historically,

this goal. Consumers want to purchase brands with purpose,

the aggregation and sharing of this data hasn't been easy or

which demonstrate transparency, sustainability, and ethical

cost-effective. EVRYTHNG changes this paradigm-creating a

values. Creating products 'born digital' allows consumers and

reciprocal relationship between consumer and brand."

brands to align on these values." ◆

A close-up of a QR code
on a Mowi product

BXPMAGAZINE.COM


http://bxpmagazine.com/

BXP - Vol 4 No 4 May/June 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 4 May/June 2020

BXP - Vol 4 No 4 May/June 2020
Editor’s Letter
The Scene
CHIEF EXPERIENCE OFFICER SERIES: DR. SARAH ALLEN, MD, AND CLAIRE O’BRYAN, ANP-C
Research: Men’s Personal Care & Grooming
The 17th Annual Makeover Challenge: Re-imagining Education
Research: COVID-19’s Impact on the Beauty Market
High-tech Storytelling
Insights: Heroism and Innovation
The Toolbox
Index of Advertisers
BXP - Vol 4 No 4 May/June 2020 - Intro
BXP - Vol 4 No 4 May/June 2020 - BXP - Vol 4 No 4 May/June 2020
BXP - Vol 4 No 4 May/June 2020 - Cover2
BXP - Vol 4 No 4 May/June 2020 - 1
BXP - Vol 4 No 4 May/June 2020 - 2
BXP - Vol 4 No 4 May/June 2020 - 3
BXP - Vol 4 No 4 May/June 2020 - 4
BXP - Vol 4 No 4 May/June 2020 - 5
BXP - Vol 4 No 4 May/June 2020 - Editor’s Letter
BXP - Vol 4 No 4 May/June 2020 - 7
BXP - Vol 4 No 4 May/June 2020 - The Scene
BXP - Vol 4 No 4 May/June 2020 - 9
BXP - Vol 4 No 4 May/June 2020 - CHIEF EXPERIENCE OFFICER SERIES: DR. SARAH ALLEN, MD, AND CLAIRE O’BRYAN, ANP-C
BXP - Vol 4 No 4 May/June 2020 - 11
BXP - Vol 4 No 4 May/June 2020 - Research: Men’s Personal Care & Grooming
BXP - Vol 4 No 4 May/June 2020 - 13
BXP - Vol 4 No 4 May/June 2020 - 14
BXP - Vol 4 No 4 May/June 2020 - 15
BXP - Vol 4 No 4 May/June 2020 - The 17th Annual Makeover Challenge: Re-imagining Education
BXP - Vol 4 No 4 May/June 2020 - Research: COVID-19’s Impact on the Beauty Market
BXP - Vol 4 No 4 May/June 2020 - 18
BXP - Vol 4 No 4 May/June 2020 - 19
BXP - Vol 4 No 4 May/June 2020 - 20
BXP - Vol 4 No 4 May/June 2020 - 21
BXP - Vol 4 No 4 May/June 2020 - 22
BXP - Vol 4 No 4 May/June 2020 - 23
BXP - Vol 4 No 4 May/June 2020 - High-tech Storytelling
BXP - Vol 4 No 4 May/June 2020 - 25
BXP - Vol 4 No 4 May/June 2020 - Insights: Heroism and Innovation
BXP - Vol 4 No 4 May/June 2020 - 27
BXP - Vol 4 No 4 May/June 2020 - 28
BXP - Vol 4 No 4 May/June 2020 - 29
BXP - Vol 4 No 4 May/June 2020 - 30
BXP - Vol 4 No 4 May/June 2020 - 31
BXP - Vol 4 No 4 May/June 2020 - 32
BXP - Vol 4 No 4 May/June 2020 - The Toolbox
BXP - Vol 4 No 4 May/June 2020 - 34
BXP - Vol 4 No 4 May/June 2020 - Index of Advertisers
BXP - Vol 4 No 4 May/June 2020 - 36
BXP - Vol 4 No 4 May/June 2020 - Cover3
BXP - Vol 4 No 4 May/June 2020 - Cover4
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