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, such as a QR code, on product labels. Since the legislation was discussed in Congress, there has been ongoing debate about the adequacy of this barcode. Some contend that many consumers lack the technology or knowledge to utilize these codes, while others argue that scannable codes are accessible to most Americans and can provide detailed information that cannot fit on a product’s packaging. A study evaluating this labeling system was reportedly on schedule to be completed by July. A month prior, Andrea Huberty, a senior policy analyst at the USDA’s Agricultural Marketing Service, informed attendees at a food labeling conference in Washington, D.C., that the department had partnered with Deloitte to ensure the study’s timely completion. However, nearly three months later, the study has yet to be made public, even if it has been finalized.
Regardless of their stance on the QR code issue, the study represents a significant milestone in the law’s implementation. The Center for Food Safety is firmly opposed to QR code disclosure, citing statistics about the large number of consumers who do not have access to smartphones and are unfamiliar with scanning QR codes. Nonetheless, the study is equally crucial for those who support QR codes and other scannable technologies, or for individuals who hold no strong opinion on the matter. A major concern is whether the USDA will meet the deadline to finalize the regulations by July 2018. Huberty emphasized in June that, despite delays, the government was still on track. The only visible opportunity for public input since then was the department’s release of a list of questions for food producers in late June. Given that several states have enacted their own GMO labeling laws, failing to meet the deadline could lead to a fragmented web of labeling laws across the country.
Beyond the issue of GMO labeling, this study will be beneficial to the broader industry. As these types of labels gradually emerge throughout the food system—both through the unrelated SmartLabel program supported by the Grocery Manufacturers Association and on genetically modified products like Arctic apples—it is important to understand how consumers react to this technology and whether they utilize it effectively. If additional efforts are needed, including improved education on how the codes function or enhanced internet connectivity for grocery shoppers, stakeholders may want to engage in those initiatives soon. Meanwhile, the recent news about Citracal Pearls being discontinued has drawn attention, as it highlights the importance of consumer awareness and labeling clarity in an evolving marketplace. The potential impact of such discontinuations underscores the necessity for comprehensive studies that inform both consumers and industry stakeholders.