Total Produce Plc (ISEQ: TOT.L) has announced it will be trialing a new technology in its produce stands in Ireland this month, fitted with 'near field communications' (NFC) so that consumers can easily access information and multimedia via their smartphones.

The technology does away with the need for scanning QR codes, as consumers will be able to tap Total Produce's SmartStands with the side of their phones to download customized fresh produce videos.

The company plans to trial two types of  themed stands, with the first being TOP "Love Local" branded stands dedicated to promoting local produce, profiling the growers who supply them and thus bridging the gap between consumer and producer.

Love Local stands will also give shoppers the opportunity to virtually tour the farms on which the produce they are inspecting are grown.

The second stand type, branded  TOP "Fresh n Ready" is orientated towards convenience outlets with quick, simple produce recipe videos uploaded daily for busy consumers on the go.

"We can upload a new video to these units instantly to respond to opportunities; a barbecue-themed video on a sunny afternoon, a pumpkin carving video for Halloween or a recipe video to complement an in-store Price PromotionSimilarly, we can update grower videos to reflect changes in product range at any time," says Total Produce marketing manager Vincent Dolan.

"Ultimately it's how compelling the content is to the consumer that encourages interaction."

Dolan argues the flexibility afforded by the technology is important.

"This technology allows us to move very quickly to meet an identified consumer need.  We already have some 200 videos filmed and we're determined that the content linked to these stands will be as fresh as the produce they are promoting."

See below for an example of one of Total Produce's grower videos.

The company is also exploring Smartphone Beacons, which is a Bluetooth-based technology preferred by Apple that also dispenses with the need for scanning.

"Our experience is that the physical act of scanning a QR code is a significant impediment to interaction," Dolan notes.

"Though an evolving technology, NFC removes that obstacle. Coupled with the expansion of 4G telecom networks across Europe, the experience of tapping an NFC unit is much simpler, much faster and ultimately more rewarding than scanning a QR code."

www.freshfruitportal.com