About the Data Matrix technology

The dairy industry, like any other sector of the economy, can no longer count on competitiveness, in any market, if it does not apply modern production standards that guarantee efficiency, safety and quality. Therefore, investments in innovations and advanced technologies in production are not only the current business priority of Mlekara Šabac, but also its strategic plan for a sustainable future of business.
As one of the leaders of the Serbian dairy industry, but also the largest domestic exporter of dairy products (including well-known brands Sirko, A la Kajmak, soft white cheese Mediteraneo), Mlekara Šabac constantly innovates its production process thus remaining a competitive and competent player in the ever-changing market.
“Exporting and placing products on 15 world markets from Russia, across Europe, to the United States of America, requires you to always be ready to respond to any request that a particular country may make. This is possible only thanks to serious investments in innovative production technologies. We have thus become the first Serbian dairy to export products compliant with Data Matrix technology, fully responding to the recently introduced requirements of the Russian market where we have been present for over 10 years and where now every product must be marked with a QR code“, , said Nenad Ilić, Director of the Maintenance, Energy and Investment sectors at Mlekara Šabac.
The Russian market is certainly one of the largest and most competitive markets in the world, which means that the food products exported there imply compliance with the highest standards of quality and safety. Innovations such as Data Matrix (DM) technology are part of this compliances. Marking each product with a unique DM code is a technology that provides consumers with all the information about the product in a simple and fast way, using apps on their phones.
Russian consumers are very demanding and expect to be clearly and efficiently informed about the products they use, especially when it comes to food – where in addition to quality, safety and authenticity of products, they want to know about the origin of ingredients, their nutritional value and other relevant data. Data Matrix technology presents just such comprehensive track & trace system that tracks every product – throughout the entire chain, from production to placement on store shelves.

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