The concept of the NLIS system for beef production, that allowed the tracking from paddock to plate had it's merits. However, it did cause some industry backlash.
But you're right Huw - connecting the story into the hands of customers with the use of technology is vital.
I was at a restaurant a few weeks ago the wine had a QR code. So I scanned the QR code, read up about the wine, its producers etc and shared it with others at the table. It was great to have instant, detailed information. Some at the table were amazed and began to download a QR reader for their phones there & then. Some of these people had never before understood what the codes were for. Those already in the know opened up with similar stories about how they had done similar things with other products and how this influenced their purchasing behaviour and decisions.