EU Retailers: Driscoll's GS1 Digital Link Pilot Signals New Era for 2D Barcodes in Fresh Produce
At the upcoming GS1 Connect 2026 conference in Las Vegas, Antares Vision Group and Driscoll's will present a joint session on item-level traceability using 2D barcodes. The session, titled 'Berry Smart Traceability: Item-Level Traceability with 2D Barcodes,' will detail Driscoll's live pilot with three major retail partners, where proprietary QR codes are being converted into GS1 Digital Link-enabled data carriers. This move connects consumer-facing experiences with supply chain systems, enabling enhanced traceability, product authentication, and consumer engagement.
For EU businesses, this development is particularly relevant as the region prepares for the GS1 Sunrise 2027 mandate, which will require all retail point-of-sale systems to accept 2D barcodes. The Driscoll's pilot demonstrates a real-world application of GS1 Digital Link in fresh produce, a sector where traceability is critical due to food safety regulations. EU retailers and suppliers can learn from this initiative to start transitioning from traditional 1D barcodes to 2D barcodes, which can carry more data such as batch numbers, expiration dates, and sustainability information.
The pilot also highlights the potential for reducing food waste through better inventory management and enabling direct consumer engagement via QR codes. As EU regulations increasingly demand transparency and sustainability, adopting GS1 Digital Link technology can help businesses comply while improving operational efficiency.
Why this matters for your business:
For EU retail and F&B businesses, the Driscoll's pilot is a clear signal that major global players are already moving towards GS1 Digital Link adoption. With Sunrise 2027 approaching, EU companies must start planning their transition to 2D barcodes to remain competitive and compliant. This technology enables better traceability, which is crucial for meeting EU food safety and sustainability standards. Additionally, it opens up new opportunities for consumer engagement and supply chain optimization, giving early adopters a significant advantage.