Online Only: Speaking In Code
Label converters are key to traceability technology.
Behind the scenes of the produce traceability solutions trend are the label converters that must invest in the latest variable data printing and quality assurance technologies to print the billions of labels, in sequential order, that will be required in the next several years. “The label converters really make traceability possible,” says Elliott Grant, chief marketing officer and the founder of HarvestMark. “They are the key to the whole thing.”
According to Grant, a successful traceability solution now requires labels that include not only the traditional printed company artwork and product information, but also a sophisticated two-dimensional (2-D) barcode. A 2-D barcode can store up to 7,089 characters within a graphical image — significantly greater than the 20-character capacity of a traditional barcode. With a 2D barcode, a grower or packer can scan the label with a reader. Consumers also can scan the code using an iPhone or other smartphones, a camera, or they can type the code in at HarvestMark.com.
Skills To Pay The Bills
Grant explains the core capability required of a label converter, like one of its certified partners Creative Labels Inc., is the ability to print these unique codes, in sequence, on every label using variable data printing capabilities. He also notes, “that’s a skill that many label converters don’t have.”
Variable data printing, a form of on-demand printing in which elements such as text, graphics, and images may be changed from one printed item to the next, is well understood to be the future of label printing. However, for many label converters variable data printing requires a six-figure investment in the appropriate equipment along with extensive training. “It’s a combination of having the right equipment and the right set of technical skills so they can not only print a high quality label, but also print the unique 2D barcode on each label at line speed,” explains Grant.
More To The Eye
The codes are more than simple serial numbers, says Grant. They also have security encryption built into them so the codes can be used for things like customer loyalty programs. “You can scan or enter in a code and get a discount at the market, for example,” he says. “So it’s very important that the label printer does a good job of printing the labels correctly, not repeating them, not leaving any out, because these labels have value.”
Information for this article was contributed by Power PR.
