How Traceability Is Winning Kenyan Consumers’ Trust

This week, Nairobi markets have seen growing attention on the freshness and origin of vegetables and fruits. Social media posts highlighted consumers’ demand for verified farm sources, especially leafy greens and berries. The pressure is on vendors and smallholder farmers to provide transparent supply chains.

By assigning Global Location Numbers (GLNs) to farms and collection centres, and Global Trade Item Numbers (GTINs) to packaged produce, every item can carry a scan able QR code showing exactly where it came from, the harvest date and even the batch it belongs to. Retailers and consumers can scan the code to instantly verify origin and freshness, reducing doubts and boosting confidence in what lands on the plate.

   

For urban retailers and hotels, these identifiers also simplify supplier audits. In case of complaints or recalls, the GLN and GTIN combination allows them to isolate affected lots without discarding entire shipments. It is a low-cost, practical solution that strengthens food safety while giving smallholder farmers a premium market advantage.

GS1 standards are quietly transforming how Kenyans shop for fresh produce, turning traceability into a competitive tool and building trust one scan at a time.