Sunrise 2027 is the biggest change to retail since the first barcode was scanned in the 1970s, marking a pivotal moment for the global supply chain.
The team at Barcodes Limited has viewed this transition through a lens of practicality and cost-effectiveness.
The transition to 2D Digital Link QR codes has shifted the focus from simple "scan-and-beep" checkouts to a dynamic data ecosystem. The 2D code unlocks features previously impossible, such as instant recalls, in which retailers can program registers to block the sale of a specific batch when a recall is active.
Dynamic Expiry can automatically apply a "near-expiry" discount at the till. Importantly, there will be increased consumer connection. A single scan can show the consumer where the ingredients were grown, which sustainability certifications are in place, or recipe ideas.
In practical terms, Sunrise 2027 is the global target date for retailers to be able to scan 2D Digital Link barcodes at checkout. This doesn't mean that current EAN-13 barcodes (GTINs) will suddenly stop working. Instead, it means retailers will begin preferring or requiring 2D codes because they hold more data.
Currently, New Zealand is in a "mixed-mode" phase. Some of the larger players (like Woolworths NZ and Foodstuffs) have actively upgraded their point-of-sale hardware. Most modern scanners can already read 2D codes, but the backend software that processes "expiry dates" or "batch numbers" from a scan is still being refined.
“Most small-to-medium producers are in a ‘wait and see’ mode. Larger exporters are moving faster because overseas markets like Europe are demanding better traceability,” said David Allis, Director at Barcodes Limited.
Common Misconceptions
- "I have to replace my 1D barcode immediately": False. Barcodes Limited expect a hybrid period in which both codes appear on packaging.
- "Any QR code will work": False. A standard static QR code that just leads to a website is not a "Digital Link." It must follow specific data structures and use a resolver service. A resolver is a traffic controller that directs a scan to the right place, whether that's a retailer's database or a consumer's smartphone.
- "It’s too expensive" False. While there are setup costs, 2D codes actually reduce costs by preventing food waste through better expiry tracking and reducing the need for multiple labels.
The change to packaging management will depend on the product’s specific traceability needs.
Read more in the latest issue here
