News

Commentary: RFID and brand protection

January 8, 2008

Association for Automatic Identification and Mobility: In September 2007, Dole Fresh Vegetables issued a voluntary recall of salad mixes that might be contaminated with E-coli. This could have been a public relations and brand nightmare except for the fact that Dole was proactive and issued the notice before anyone became sick. The speed and specificity of the recall, limited to two batches, was made possible by the use of RFID for tracking product into the supply chain.