This is an age rife with food fraud. Companies sell high-priced food that’s supposedly organic, but they add chemicals to make natural ingredients seem prettier and tastier. So consumers eat lots of additives unknowingly.

However, obtaining this information has been challenging for customers. Additionally, in recent years, the global spread of food fraud has led consumers to lose trust in product traceability. How can we show consumers the dedicated efforts put forth by PX Mart and small-scale farmers working in collaboration to produce these goods?

“Make Fresh Produce Become a Fresh Journey”

In the past, when we scanned the QR code on the packaging of a farm product, all we got was hard-to-understand wording, without grasping the farmers’ hard work and dedication. So instead of just tracking the produce “direct from the source,” we decided to take consumers to “direct to the source.” We transformed “product tracking” into “personally experiencing.” Now you can just scan the QR code, and with one click, sign up for a tour to the actual place where the food is grown!

We collaborated with Taiwan's largest travel platform, KKday, with KKday serving as the itinerary consultant and providing a platform for accommodation bookings. PX Mart directly listed our tours on KKday, allowing consumers to book with just one click on the familiar interface. With the assistance of KKday, PX Mart has transformed from a chain supermarket into a travel agency.

In the past, understanding the origin of the food you consumed was limited to scanning QR codes to view complex and uninteresting tables. Very few consumers proactively engaged in food tracking by scanning QR codes. And even if they did, consumers did not trust or feel a connection to the complicated information presented.

Our communication objective was to increase consumer involvement in the production and sales history, changing the negative perception that it is "difficult to understand" and "meaningless." The origin of agricultural products is closely related to everyone's lives, and we aimed to alter consumers' passive interest in the production and sales history.

PX Mart's Farm Fresh Tour, Let's Go!

For the first time ever, fresh produce transforms into travel experiences, offering more than just eating – it's also about having fun. Through partnerships with contracted farmers and the travel platform KKday, we've curated various itineraries: from the Yilan Three-Star Scallion Tour to the Qishan Banana Tour... All you need to do is scan the QR code to sign up for comprehensive fresh experiences, including farming, harvesting, cooking, and dining by the fields.

Prior to this, many consumers found product traceability to be uninteresting, uninspiring, or even deceptive. However, after the Farm Fresh Tour, people began actively caring about where their food comes from. The number of QR code scans increased by 68%, with tours fully booked within 3 days. Comments such as “I’ve eaten so many scallions, and only now do I know how they’re grown.” and “Since I learned just how tough it is to be a farmer, my food tastes so much better.” were heard. The positive feedback from consumers resulted in a 75% increase in brand preference, an 86% increase in trustworthiness, and a remarkable 94% increase in purchasing intention.