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Will Consumers Scan QR Codes?

Will consumers use their smartphones to figure whether the food they’re buying contains genetically engineered ingredients, or GMOs? Opponents of GMO labeling are urging Congress to block state laws that require such labeling and are instead offering the voluntary “SmartLabel” initiative as an alternative. The problem with that is, new analysis by the digital marketing agency HZDG suggests that most consumers have not used QR – for “Quick Response” – codes and aren’t likely to use them any time soon.

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