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to see how we can take this further, but we do see it as a strong tool in helping customers choose their prod- ucts and we are looking at rolling it out across other proteins and products in- store," she says. Spiro believes QR codes could alleviate the problem of overloading products with on-pack messaging, a situa- tion that is set to intensify in 2013 with all the major U.K. supermarket chains recently agreeing to carry unified front-of-pack labeling that will combine traffic lights and color-coded daily guideline amounts (GDAs). It is hoped the new labels — which will include the words "high," "medium" or "low" to indicate levels of fat, sugar and salt in products — will alleviate confusion among U.K. consumers who cur- rently have to contend with several different systems. "Retailers need to plan for the greatest impact; we need to talk to customers and find out what they want; under- stand the difference between price, education and inspi- rational messages and also look at how consumers share information and how that's changing. We shouldn't ig- nore what's said on-pack, but bringing new technologies in-store is an advantage for the consumer," says Spiro. Probably the biggest con- cern for the U.K. grocery sector in recent years has been the drop in real house- hold income, which in 2011 had its biggest decline in 30 years. Official statistics now put consumers' average dis- posable income at the same level that they had just after World War II. "With recent pressures on household budgets, they have been buying proteins that are more readily understand- able. And the three items for £10 (€12.40/$16.07) deal that has become popular in a Visit us online at www.seafoodbusiness.com December 2012 SeaFood Business 37 number of stores has allowed families to get a sense of value. Tis same perception needs to attach itself to fish." As well as health, sustain- ability is a value of seafood that could be better commu- nicated in the retail environ- ment and QR codes would seem to be an ideal platform to communicate these posi- tive messages to shoppers. "Consumers care where their food comes from," Global Retail practices increasing." David Mainon, senior technical manager of meat, fish and poultry with Asda, also sees a lot of potential in QR codes, although the Walmart subsidiary is yet to launch any consumer- facing initiatives. "QR codes can do a whole QR codes may help U.K. supermarkets meet new food labeling regulations in 2013. says Spiro. "Fish is an area where many consumers are becoming aware of sourcing and sustainability issues, thanks to the considerable influence exerted by celeb- rity chefs like Jamie [Oliver] and Hugh [Fearnley-Whit- tingstall]. As a result, many consumers now seek stan- dards that will give them confidence in their purchase. "We won't stop talking about price, but we will look to get the balance right between price and value, especially with consum- ers' knowledge of fishing range of things: Tey can tell the story of where the fish has come from; which boat caught it; how to cook it; you can incorporate blogs. We will definitely look at it," he says. With no evidence of any slowdown in consumer use of mobile technology, QR codes offer something new and exciting to retailers and the seafood category. Te fact that many stores are now preparing to install free Wi-Fi would further suggest they see great, longterm op- portunity in it. Contributing Editor Holland lives in London Jason Photo courtesy of Waitrose