Beerenberg embraces transparency

I'd never heard of them before, but this sort of openness from Beerenberg is certainly going to attract my shopping dollars from now on (whenever i buy jam that is, which i don't, so sorry guys. But hey, if i did i would and at least you've got me talking about jam.... serious tanget sorry). Anyway, Not only have they made inroads (albeit not the most advanced) into social media spaces with Facebook, Youtube and Flickr presences featuring prominently on the company's site (are providing a 'real' face to the company which i love), but they have also made a huge leap in addressing what i can assume is the basis of many of the social conversations occurring around their brand and products i.e. what the hell am i actually eating here?

Their Provenance Pathway tool allows people visiting the site to enter either a barcode, or expiry date from a jar of jam to get trace "... the origin of each jar's main ingredients, the day it was made, and even who made it. We've done this because we're proud that our products deliver the true taste of the farm to your table."









Great stuff and something i think that makes a great leap in the category from talking about issues, products etc (which a lot of companies are still yet to do), to actually doing something tangible i.e. show you the sources of ingredients in a specific product, rather than just talking about some neblous, happy farmer somewhere.

Hats off and i'm feeling like some toast...