"From a food safety perspective, their implementation of GS1 DataMatrix barcodes has allowed them to automatically prevent the sale of expired products at point of sale. "The ability for these codes to have batch numbers included in them also allows Woolworths to be much more targeted in executing a product recall or withdrawal. "They've also managed to have an impact in the context of waste reduction, as retailers can automatically apply discounts as products approach their expiry date." From an online fulfillment perspective, the data-rich barcodes enable Woolworths staff to check the lifespan of items before they're packed and delivered to customers. "Woolworths has experienced massive productivity in store," Mr Sieria said. "They're rolling out this capability on a category-by-product-category basis as they move towards GS1 QR barcodes. It's exciting stuff." GS1 is not pushing for regulation in Australia.