DataBar to Make Marketing Produce More Interesting

Do you prefer Chiquita Bananas over Dole Bananas? While you might not have pondered that question before, you may in the near future. Fresh Plaza reports that the Produce Electronic Identification Board (PEIB) is moving away from PLU codes and into the future with the DataBar. PLU codes are the 4-digit numbers we’re used to seeing on that teeny, tiny sticker on apples and lemons and bananas. The DataBar is replacing the PLU with an actual bar code on the sticker that carries a number identifying the grower/shipper assigned to each piece of produce.

According to PEIB Vice Chairman Tim Gagnon, “Growers and shippers will now be able to measure the success of their products at POS versus their competitors, and thus target marketing and demographic campaigns. Buyers will now be able to move away from commodity-based category management and toward unique product category management akin to packaged goods.”

This means that the landscape of the produce section in the grocery store could change dramatically. Displays will become a lot more dynamic and instead of simple bin and barrel dividers, large grower branded stands could emerge. Miss Chiquita will soon be back in business.