'Smart labelling' to provide consumers with direct line with farmers 23 December 2020 | The project is looking at innovative packaging that could be adopted along different food and supply chains Consumers could have a direct line to food producers through the use of ‘smart labelling’ which would increase trust, according to new research. The Smart Tags project is working with consumers, farmers and retailers to develop smart labelling similar to QR codes. These active and intelligent labels will allow shoppers to get rapid and better information about food and drinks they consume. Smart tags will enable consumers 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.