GS1 members leaning in to the 2D Barcode transition
The 2D programme at GS1 New Zealand has gained momentum in 2025, as members and the wider business community lean in to the transformation. GS1 New Zealand is committed to supporting members and the wider supply chain ecosystem through the transition to 2D barcoding, from the linear, traditional barcode. The global ambition is to have 2D barcodes scannable at point of sale globally in retail by the end of 2027. In this article we share some programme highlights from 2025.
Klaeri Schelhowe, 2D Barcode Lead helping Kiwi business transition
GS1 New Zealand is fortunate to have Klaeri Schelhowe leading the 2D barcode programme with members. Klaeri has extensive experience in product identification and printing methodologies, with almost 20 years spent at Avery Dennison among other organisations. GS1 members are engaging with Klaeri on a range of different subjects around the 2D transition, from a governance level through to factory implementation.
Klaeri shares: “It is great to see that interest, awareness and pilots are picking up in NZ. Kiwi businesses are tackling the opportunity to benefit from it and drive efficiency, productivity and consumer engagement, especially when the times are getting tougher. The best thing New Zealand businesses can do is start early – start now. I’m receiving enquiries from organisations wanting to know the high level details of what the transition is about, and how they can benefit from it, through supporting with practical advice around implementation. It is great to have a whole global community working on this transition."
A key area of focus for Klaeri and the team are educating around the business benefits of the transition, rather than simply how to implement the changes:
“The important thing is to get the business case clear up front – it is really compelling across sectors, but in order to drive change internally, the business case and benefits need to be articulated clearly. I’m spending time with businesses unpacking the business case and helping them identify the core benefits as they relate to their business strategy to create the catalyst for change.”
We are committed to helping our members and Kiwi organisations on their 2D barcoding journey whether planning, piloting or progressing implementation. Please reach out to the team for more information or support.
2D Barcodes feature on RNZ Morning Report
2D barcodes featured on Morning Report in early February, as Richard Manaton, Chief Operating Officer at GS1 New Zealand, discussed the global transition with Ingrid Hipkiss.
“We’re communicating to the New Zealand business community and consumers that this technology is coming, because New Zealand is part of a global programme where we want to introduce 2D barcodes globally, and to have these universally accepted across the world by 2027.”
You can listen to the recorded interview below:
New Zealand Food Safety Supporting the transition to 2D
The transition to 2D barcoding has caught the interest of New Zealand Food Safety who have realised the powerful potential for food safety and food waste reduction.
The extra product data able to be carried by a GS1 2D barcode enables retailers to discount products more effectively, enabling significant reductions in food waste and targeted recalls.
“New Zealand Food Safety is supporting the rollout of 2D barcodes as a critical step in strengthening supply chain processes to ensure consumer food safety and reduce food waste” says New Zealand Food Safety Deputy Director-General Vincent Arbuckle. “The new 2D barcodes are an exciting innovation that will add a valuable layer of food-safety protection for New Zealand consumers. Recalled products will be able to be removed from shelves even more swiftly and affected products can be blocked at the point of sale. The 2D barcodes have also been shown to reduce food waste, addressing another key concern for consumers.”
To read more you can read our press release here.
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For further information on the 2D barcoding transition, please contact us
