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Product information provided directly on the mobile phone

Balingen, 13th May 2011 – Who is the manufacturer of this product? Where, when and
under what circumstances was this product manufactured? And what are its ingredients?
These are only some of the most popular questions which a new type of consumer poses
to food manufacturers and retailers in reaction to food scandals such as the discovery of
dioxin in eggs. Bizerba developed a standard solution enabling the food industry to make
use of the benefits of mobile technologies for increased product transparency in a quick
and low-cost way and without any development efforts.

In this context, the QR code – a square box with black-and-white pixels – plays an
important role. This box is familiar to us from posters and magazines, and recently also
from food packaging. Customers scan the box by means of the camera on their mobile
phone, and are directly connected to an internet portal. Now, information about the
origin and ingredients of the product are indicated on their display, optionally also
recipes and additional purchase recommendations.

Bizerba developed a standard solution enabling all food manufacturers to enter this
mobile world without having to invest time and money in development work.

This is how the QR code functions: Additional data regarding the product can be stored in
the Bizerba labelling system by means of the _dataMaintenance.BRAIN software. This
includes general information such as butcher-s shops and batch numbers as well as
categories such as rump steak or filet, but also further information regarding the product
history such as the exact place of breeding, or dissection information. Moreover it is
possible to provide the results of foreign particle inspections for superior IT systems.

“The IT sends all this bundled information to a partner company and generates a QR
code with reference to the URL of this bundled information at the same time,” Dieter
Conzelmann, Director Industry Solutions at Bizerba explains. Manual or fully automatic
labelling systems print this code onto the label and apply it to the product packaging.

The partner companies such as the online portal mynetfair administer the product
information providing it online to consumers. The place of breeding, for example, may
be indicated on Google maps automatically. The company also offers the appropriate
mobile application, in Apple circles also known as App. This application allows the
customer to scan the QR code with his mobile phone receiving all product information
and graphic illustrations on his display.

This solution is shown on the Interpack 2011 in Dusseldorf from 12th to 18th May (hall 14,
stand C14).

About Bizerba:

Bizerba is a leading, worldwide-operating Solutions-provider offering professional system
solutions in scale, label, information and food service technologies, in the retail, food
industry, producing and logistic segments. Sector-specific hardware and software, high-
performance network-compatible management systems as well as a wide selection of
labels, consumables and business services ensure transparent control of integrated
business processes and high-level availability of Bizerba-specific performance features.

Worldwide, Bizerba is present in over 120 countries – with 41 shareholdings in 23
countries, as well as 54 country distributors. The company’s headquarters, with a staff of
3,000, is located in Balingen, Germany. Further manufacturing facilities are located in
Meßkirch, Bochum, Vienna (Austria), Pfäffikon (Switzerland), Milan (Italy), Shanghai
(China), Forest Hill (USA) and San Luis Potosi (Mexico).

For enquiries, please contact:

Bizerba GmbH & Co. KG
Claudia Gross
Director Global Marketing and Communication
Wilhelm-Kraut-Straße 65
D-72336 Balingen
Telephone +49 7433 12-33 00
Fax +49 7433 12-5 33 00
E-mail: claudia.gross@bizerba.com

network integrated communication
Patrick Schroeder
Coburger Straße 3
53113 Bonn
Telefon +49 228 620 43 84
Telefax +49 228 620 44 75
E-Mail: patrick.schroeder@nic-pr.de

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