I'm wondering if you've had a chance to look into experiments in Europe to add a second barcode to products containing large amounts of information about how and where the product was produced. Apparently the consumer can run the product under a scanner at a kiosk and see pictures of the farm or processing plant where the food was produced, and scroll through pages of text disclosing everything from--in the case of meat--the breed, feed, age and slaughter date of the animal in question. In the case of far-flung products, such a system could include information about the local community as well--so consumers could figure out whether buying, say, produce from Central America was supporting a local community or a multi-national company like Dole. This will be more information than most consumers probably want, but the very fact of the transparency could send a powerful message. The stories told in your store would gain in credibility and power. I would guess, too, that some such system would not be something most of your competitors would ever dare to match. It's hard to imagine Wal-Mart ever doing something like this.I think this Augmented Barcode is a great idea and similar to the Environmental Rewards Card idea that I came up with that I thought Whole Foods should do. I am glad to see that someone is making it happen and I would like to hear more about it.