Brazzale puts social media, videos and traceability on the label
A QR code on your smartphone and Google Earth shows the map of the dairy farms where the milk to make each product is delivered from and a nutritionist explains the quality of what is being consumed using the Nutriclip
Even in the milk and dairy sector the challenge lies in product traceability, and this is also true for the Brazzale Group. “Paper labels are now graffiti dating back to the Stone Age,” begins Roberto Brazzale, CEO of the oldest Italian dairy company: “The advent of smartphones has revolutionised the way we communicate. It is expected that by 2015 the number of these mobile devices in Italy will exceed 50 million. An immense potential, which is still incredibly neglected, which we are planning to use for the benefit of consumers and proper nutrition.
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To meet this need, the Brazzale Group – 165 million euros in turnover and over 500 employees working at five production sites in Italy, Czech Republic and Brazil – has studied the multimedia labels of origin, “Nutriclips”, which exploit QR code technology and are available for iPhone and Android.
This is how the system works: simply swipe the printed code on all product packaging with your smartphone, to access a page that provides brief video clips in which Pier Luigi Rossi, a doctor specialised in the Science of Nutrition, clearly explains all the nutritional properties of the product, its characteristics, benefits for our health and metabolism.
In essence, in just a few seconds you will know everything you would ever have wanted to know about what you bring to the table. But that’s not all: those who access the page can use the Google Earth map app to view all the dairy farms that supply the milk used by Brazzale to produce its Gran Moravia. “We were the first to use the potential of smartphones to create multimedia labels, and rid ourselves of the limits posed by the standard product labels.
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Is it an operation that has brought new customers? “It is not possible to quantify this with accuracy,” replies the entrepreneur, “but it is certain that the complete transparency and traceability of the supply chain has become a decisive factor in the choice of many consumers and many buyers, who increasingly demand products that provide maximum guarantee.”
Furthermore, the company is also exploiting social media channels: this year we launched the Facebook page for “La Formaggeria Gran Moravia” which just recently exceeded 10,000 “likes.” “Recipes, product news, offers of the day, and the events concerning individual stores (today there are 13 accounting for approximately 1.2 million receipts per year) are regularly posted on our page,” says Brazzale. “Obviously, the page encourages customer interaction and a member of our company staff is dedicated to interacting with the public.”
In March the company decided to invest in an e-commerce network by launching a virtual store, “The Formaggeria Shop online.” “For the moment, this initiative is aimed at consumers and professionals in the Czech Republic. We will soon be extending the service to other countries, including Italy.” As for big data and analytics tools, the company currently does not use these tools. Brazzale anticipates, “But we intend to introduce them for our chain of cheese shops in the Czech Republic.”
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