In this case the entrepreneur would build and moderate a wiki that enables producers to create their own page for each product, they could also choose whether to enable consumer ratings on their page.
Smartphones with embedded QR code readers are more and more widespread, this trend is likely to continue through the support for the technology by large companies, including Google.
Bit.ly has a free QR code generator that acts as a hyperlink - you can see this in action by adding a URL into the site here: http://bit.ly/ . Here's one that we made for this challenge: http://bit.ly/localfood-ideas. Bit.ly also enables users to access information on how many people have read the QR code, here is information on the clicks on our link: http://bit.ly/localfood-ideas+ . This information alone would be valuable to producers.
We could do three things to help scale the idea and drive early adoption:
1) In order to get the idea out there and help the producers set up the site we could leverage Queensland High Schools. Schools would be able to purchase the 'Window to the Farm' QR Code stickers and could print specific QR codes in bulk for the food producers that they work with.
2) In order to drive up the amount that the QR codes are scanned the producers could run competitions – similar to Golden Ticket type approaches. The producers would just need to place a unique ‘Window to the Farm’ QR code sticker on a product occasionally.
PLEASE FEEL FREE TO BUILD OFF THIS CONCEPT OR SUGGEST IMPROVEMENTS IN THE COMMENTS BELOW - I WILL CHECK IT REGULARLY...