When a buyer asks Taupō producer Honey Honey for a test result, the answer is now on the jar.
Honey Honey and tea brand The Tea Thief, both sold in New Zealand supermarkets including Farro, are among the first brands on OwlQR. The New Zealand-built platform went live in October and signed nine customers and 79 products in its first two weeks.
OwlQR gives each product one QR code built on GS1 Digital Link, the standard behind QR codes powered by GS1. Shoppers can scan it with their phones now. GS1 New Zealand is working with retailers so every checkout in the country can read these codes by the end of 2027, as part of the global Sunrise 2027 programme.
Setting up a product takes about 15 minutes. After that, a brand can update ingredients, certifications or test results without changing the printed code, so a new certificate or recipe change doesn’t mean reprinting the pack. The same link can go to buyers and retail partners.
“We’ve always had the proof. Every batch is tested, and all of our honey is certified organic,” said Artje Schrijvers of Honey Honey.
“Being able to show that, instead of just saying it on the label, is a big deal for a business our size.”
Co-founder Tony Burt has sold his East Imperial tonics to New Zealand retailers and distributors, and exported them to more than 20 countries.
“Every buyer needs the right product details, and they need them to be current,” said Burt.
“Brands spend a lot of time sending the same information over and over. It should be one link that stays up to date.”
Co-founder and director Carrick Graham, who took his TE WAI skincare brand overseas, says most brands already have the information.
“It’s in spreadsheets, supplier folders and someone’s inbox. When a buyer, a retailer or a shopper asks a question, the answer should be one scan away.”
For brands getting ready, GS1 NZ recommends keeping the traditional barcode on pack during the transition. Each product also needs a GS1-licensed barcode number.
OwlQR’s free plan covers one product, and paid plans start at NZD 79 a month. Supermarket News readers can get free help setting up their first product by emailing carrick@owlqr.com before the 30th of November.
OwlQR is listed in the GS1 New Zealand solution provider directory. It helps brands organise and share product information, but doesn’t certify products or guarantee compliance.
Contact: Carrick Graham, co-founder and director, OwlQR | +64 21 462 368 | carrick@owlqr.com
