Farming in the media - part two

Waitrose, the supermarket, has recently reaffirmed their consumer friendliness with its sources of their meat. The first part was to create an advert that shows not only the farmer, but the product - the pig - and then ultimately the chef, all in the same advert.

 
But with American Independence Day, Waitrose pull out even more of the stops to assuage the consumer's guilt. An article in the Farmer's Guardian by Olivia Midgley, from June 2012, wrote:

"To further highlight its commitment to pig welfare and informing customers where their food comes from, the supermarket will introduce Quick Response (QR) codes to its own label products for the first time from July 4. The QR codes will appear on own label pork, sausages, bacon and gammon as well as on shelf-edge barkers. Shoppers will be able to scan the codes with their smartphones to get an insight into the welfare conditions of pigs farms and information about the farmers responsible for rearing them - as well as recipes and cooking tips."

 
This seems to be pushing the consumer towards a more readily available form of ethical shopping. Does anyone else know of this form of behaviour by the producer and the supermarkets?