Intelligent and active labels could revolutionize food communication Consumers could have a direct line to food producers through the use of ‘smart labeling,’ which would increase trust, according to new research. The EIT Food-funded Smart Tags project is working with consumers, producers and retailers to develop smart labeling similar to QR codes. These active labels will allow shoppers to get rapid and better information about food and drinks they consume. Smart tags will enable consumers and other stakeholders of these innovative supply chains to exchange and collect information at pre-purchase and post-purchase levels on different aspects of food and drink products such as whether the product in the package is spoiled, its freshness, temperature in the package, appropriateness for personal diet, sustainability, origin, potential allergens, recipes, and storage instructions.