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Norco teams up with Authenticateit

Norco has signed an agreement with Authenticateit, which will allow consumers to check the authenticity of Norco milk.

Norco has signed a three year agreement with Authenticateit, which will allow consumers to check the authenticity of Norco milk by scanning the product’s barcode using an app.

The front end of Authenticateit is a free, smartphone application that provides consumers in China with a way to check the authenticity of Norco milk by scanning the product’s barcode.

The app also verifies if the product has not been recalled via a live integration with the global product recall portals. The app also automatically detects the language settings on the mobile phone and presents all the information in Chinese to the consumer in China.

“GS1 Australia has been a key part of the development of brand protection platform, Authenticateit. The solution adopts the GS1 numbering system with the application of the Global Trade Item Number (GTIN) on GS1 DataMatrix. This offers a complete track and trace solution and product identifier for Norco milk products,” said Gennady Volchek, chief executive officer at Authenticateit.

Maria Palazzolo, chief executive officer at GS1 Australia said, "Authenticateit has a Business Alliance partnership with GS1 Australia that has seen Authenticateit become a fully compliant industry system. GS1 Australia is proud to support this local business with an inventive, cost effective option to address counterfeiting.”

In September 2013, Norco began preparing to send a trial batch of fresh milk to China.

Since early 2014 Norco has transported fresh milk to Chinese consumers within seven days via airfreight, which was significant as it previously took 21 days for milk products to pass Chinese quarantine.

 

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