The next generation barcodes is now also flourishing at Agaris
Many producers across a wide range of sectors are actively working with it. The next generation barcodes have already appeared in several stores. Agaris too was able to close 2025 with the GS1 QR code on its products on store shelves. We spoke with Johan Sap, Sales Manager Retail Belgium, and Céline Penninck, responsible for Marketing & communication.
Who is Agaris?
Agaris is a European producer of potting soil, ground covers and soil improvers. Pellets for the cold winter months are also part of their product range.
Agaris focuses on three markets. On the one hand, the company produces tailor-made substrates for professional growers. On the other hand, Agaris offers products under the Agrofino brand and private labels for hobby gardeners. These products are available in garden centres, DIY stores and supermarkets. For the Urban Green market, Agaris develops specialised solutions for urban green spaces and green roofs.
The switch to the next generation barcodes
In 2024, Johan became well acquainted with next generation barcodes through the GS1 Belgilux Forum and several GS1 webinars. One year later, in the summer of 2025, the first GS1 QR code appeared on their packaging.
Agaris works step by step: with new products or when packaging needs to be updated. “Because we often buy packaging in large quantities, we try to make sure from the start that there is a QR code on it,” Johan explains. “We now place the QR code and the barcode together on the packaging. This has already worked well for twelve of our products.”
Obstacles along the way
As expected, it took some time at the beginning to understand how everything works.
“The challenge is not the QR code itself, but the content behind it. That takes time and coordination.” At the moment, the QR code links to a standard GS1 page with product information that we filled in via My Product Manager. The aim is to further expand this in the near future.
Finding the right position on the packaging also takes some trial and error. “A bag of potting soil can be quite heavy. For ease of use at the checkout, we place the EAN code (the classic barcode) both on the back and on the side of the bags. Although we had to free up space on the artwork of the bag, the integration of the GS1 QR code will actually save space in the future, because information will be available digitally,” Céline explains.
Thanks to the support from GS1, the switch to next generation barcodes runs smoothly. “I am very satisfied with the GS1 helpdesk. Fast response, clear answers, always to the point,” says Johan. There was also good support with the first packaging. “We were allowed to send in our first packaging and review it together. That gave us a solid basis to continue,” Céline adds.
Ready to grow and flourish further
Everything happens step by step. Now that the first products have a GS1 QR code, Agaris will also apply this to their other products.
They also want to link more information to the QR code. “At the moment, all mandatory information is there, but we would like to add marketing and sustainability information,” Johan explains.
This extra information opens up new possibilities for the consumer. Via the QR code, Agaris can offer usage tips, seasonal advice or additional explanations, exactly when the consumer needs it. This turns the packaging into a starting point for interaction, even after the purchase.
“It is easy that you can always adjust the information behind the QR code over time. That gives us the space to already be part of the story and to grow gradually,” Céline explains.
By already starting today with the GS1 QR code, Agaris creates room to offer more value to the consumer step by step and to focus more strongly on engagement, without having to change the packaging each time.
Those who do not sow, do not reap
Agaris has a clear message for other companies that are still hesitating.
“Make use of the GS1 support. And just start. Even if you feel you are not very digital,” Johan says. “I am a dinosaur myself when it comes to digital, and it works for me too.”
“If you start now, you can easily expand later. If you try to do everything at once, you lose the overview,” Céline adds.
