At work we have an organic fruit basket. The other day I grabbed a grape fruit. I noticed that there was a sticker on the fruit, something I don't usually like, but this one caught my eye. It was a picture of a smiling man and the text "enter 450 at natureandmore.com". This got me curious so I had to do it.
I was greeted by a flash interface where I could enter the three digit code and then hit enter. This took me to a presentation of the farming community that grew the very fruit I had in my hand. In a video one of the farmers talked about the community (I think, I don't understand Spanish). The feeling of authenticity is excellent.
The site was created to increase the transparency between the producers and the consumers of organic produce. This have certainty succeeded. It feels good to get to know something about the farmers from the other side of the world, in the same way as the local farmers when I go to the Farmers Market. It is also great to see that the choices that we make when buying fair trade and organic actually makes a real difference.
This is one of the best ways I have seen to utilise the Internet and Information Technology. It so brilliant because it uses simple concepts to deliver answers to quite complex questions around the environmental and social impact of our food choices.
The only real critique I have is of a technological nature (of course) and has to do with the choice to use flash as the technology that welcomes the user. I am not a big fan of flash and especially not when it is so easy to replace it with normal HTML. To complete a HTML form would have been just as easy and much more elegant in my opinion.