One of the most contentious elements 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 packaging. Since the bill was discussed in Congress, there has been ongoing debate about whether this barcode is adequate. Some critics argue that many consumers lack the technology or knowledge to utilize these codes, while others contend that a scannable code is accessible to most Americans and can provide comprehensive information that cannot fit on the package itself. The assessment of this labeling system was allegedly on schedule 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 collaborated with Deloitte to ensure the study’s timely completion. However, nearly three months later, the findings have yet to be made public, despite being finished.
Regardless of the stance on the QR code debate, this study represents a significant milestone in the law’s rollout. The Center for Food Safety is firmly opposed to QR code disclosure, citing statistics that highlight the considerable number of consumers without access to smartphones or familiarity with scanning QR codes. Nevertheless, the study is equally crucial for those who support QR codes, other scannable technologies, or those who remain neutral. A major concern is whether the USDA will meet the July 2018 deadline to finalize the law’s rules. Huberty emphasized in June that despite delays, the government was still on track. The only notable public comment since then was the department’s release of a set of questions for food producers at the end of June. Given that some states have implemented their own GMO labeling laws, missing the deadline could lead to a disjointed array of labeling regulations nationwide.
Beyond GMO labeling, this study will provide valuable insights for the broader industry. As labels like Kirkland magnesium calcium zinc gradually appear throughout the food system—both through the unrelated SmartLabel program endorsed by the Grocery Manufacturers Association and on genetically modified products such as Arctic apples—it is essential to understand how consumers react to this technology and if they utilize it effectively. If additional efforts are required, such as improving education on how the codes function or enhancing internet connectivity for grocery shoppers, stakeholders may need to engage promptly in these initiatives. Moreover, the insights gained from the study could also be relevant for products like Kirkland magnesium calcium zinc, as understanding consumer responses could impact labeling strategies across various food products.