What the GS1 Digital Link standard and 2D barcodes can do for you

The GS1 Digital Link standard enables food companies to exchange information across the entire supply chain in a uniform and therefore insightful way. Markem-Imaje is already working with customers in pilot projects to use 2D barcodes to create a digital experience for retailers and consumers. A conversation with global strategic account manager Erik Lagarde.

Why is the food industry moving more and more toward 2D codes?

What has changed recently are the capabilities that barcodes have to offer. A Web-enabled 2D barcode gives users a wealth of information that allows them to react more quickly to trends throughout the value chain. What is the nutritional value? But also live information, such as when a recall is needed. It can also serve to verify authenticity. After all, this is a connected code that allows all stakeholders in the supply chain to better connect with each other. This benefits transparency and traceability, while increasing consumer engagement. It offers sustainable opportunities: imagine not having to put the endless list of ingredients on packaging in different languages anymore. That one 2D code would suffice. Then we would need much less packaging material. 

These developments are often mentioned in the same breath as GS1 Digital Link? Is that a new directive, like the European Digital Product Passport?

GS1 Digital Link is a new standard to link GS1 identification data to the Internet. This actually constitutes the infrastructure on which the European Digital Product Passport is built. Without it, we cannot achieve the objective of exchanging key information with all relevant actors related to sustainability and circularity. In Europe, but also beyond. By applying GS1 Digital Link, companies can operate in accordance with the legal obligations stipulated in the US Food Safety Modernization Act, which comes into force in 2026.

Why is Markem-Imaje a good partner for food companies?

We are already working with industry leaders on pilot projects. In these, we integrate in-line printing of 2D barcodes and create a digital experience. In recent years, Markem-Imaje has invested heavily in innovation to support customers in new requirements around printing, inspection and (de)coding of changing product data in 2D barcodes. Our portfolio of printers can work on a wide range of materials. Our software solutions provide an end-to-end story, from simple codes and message design, to code and packaging validation, to traceability, authentication and digital, connected product experiences tailored to the consumer.