How likely is it that someone would step into a field to trace the exact origin of a tomato before serving it at their table? Highly unlikely. At My Market, however, that information is always just a QR code scan away — right there in-store. The supermarket chain’s new campaign, ‘We Enter Foreign Fields’, bridges the gap between the unknown and the known, spotlighting the journey from field to shelf through a modern, transparent consumer experience. It underscores My Market’s long-standing commitment to trust and traceability.
Fresh, Local, Fully Traceable
The campaign puts front and center fresh fruits and vegetables sourced directly from local Greek producers. My Market invites shoppers to virtually ‘step into the field’ and visit the source of the products they choose — simply by scanning the QR code displayed next to each fresh produce item on the shelf. This turns an otherwise distant farm into a familiar, accessible space.
What’s in the QR Experience?
Scanning the code leads consumers to a custom-built webpage featuring key details about the product, including:
- The variety of the fruit or vegetable
- The planting date
- The producer’s or company’s name
- The region of origin
This transparency is powered by e-cert — an award-winning, independent food traceability software. With it, every domestic fruit and vegetable sold at My Market carries a verifiable identity and undergoes full quality checks across every stage of the supply chain — from farm to shelf — ensuring freshness, safety, and authenticity.
The result is more than convenience: it’s knowledge, confidence, and a genuine connection to where your food comes from.
A 360° Campaign for Real Connection
The campaign rolls out via a comprehensive 360° communications plan — spanning TV, digital platforms, social media, radio, and in-store app integrations — bringing customers closer than ever to the freshness and authenticity that define My Market’s offerings.
About My Market
My Market and My Market Local form a fully Greek supermarket chain with over 300 stores nationwide. Founded in 1976, the group expanded in 2021 into neighborhood retail through its franchising model under the banner My Market Local. From day one, the company has operated with consistency and integrity in the Greek market. The vast majority of its suppliers and producers are Greek, reflecting its deep-rooted support for local agriculture and industry.
Core values guiding My Market over decades include unwavering respect for customers, uncompromising product quality and variety, safe working conditions, sustainable development, and meaningful contributions to society through diverse initiatives.