Norco

Norco has signed a three year agreement with Authenticateit, a GS1 Australia Alliance Partner, to protect counterfeiting of its milk products in China.

With this development, Norco will be able to block fake products using the GS1 numbering system and GS1 DataMatrix for traceability and authentication.

The Authenticateit Smartphone application will help Chinese customers check the authenticity of Norco milk by scanning the product’s barcode. It is completely compatible with GS1 global standards, including EPCIS, claiming to offer brand owners an effective way to track, trace and deter counterfeits and instances of unauthorised distribution.

"All fresh milk products produced by Norco for the Chinese market now have a GS1 DataMatrix code that will enable consumers to scan Norco products with the free smartphone app to check product authenticity and safety."

Authenticateit CEO Gennady Volcheck said: "The solution adopts the GS1 numbering system with the application of the global trade item number (GTIN) on GS1 DataMatrix.

"All fresh milk products produced by Norco for the Chinese market now have a GS1 DataMatrix code that will enable consumers to scan Norco products with the free, Authenticateit smartphone app to check product authenticity and safety."

In addition, the application is capable of verifying the status of the product through a live integration with the global product recall portals.

With the capability to detect language settings automatically, it will be able to provide all the information in Chinese language.

Meanwhile, Dairy Connect chairman George Davey said that the cold chain pipeline developed by PGS will allow the shipment of millions of litres of fresh milk to China each year.

Norco chairman Greg McNamara estimates that the new pipeline will be able to provide more than 20 million litres of fresh milk to Chinese consumers within the first 12 months of its operation.

Food safety has become a major issue in China, with the country witnessing various food scandals in recent times.


Image: Norco deploys Authenticateit to detect counterfeit milk products in China. Photo: courtsey of artur84 via Freedigitalphotos.net.