With this initiative, ElPozo Alimentación becomes the first meat company in Spain to adapt its packaging to this technology to make it more inclusive
ElPozo Alimentación has become the first meat company in Spain to incorporate the new NaviLens technology to facilitate access to the labelling of its products for the visually impaired or visually handicapped. ElPozo Extratiernos has been the first of its brands to introduce it into its packaging to make it more inclusive.
This new technology, designed by the company NaviLens from Murcia and which can be seen in this video, makes it possible, via a colour code incorporated into the packaging and a mobile application, to locate the products on the supermarket shelves and guide the visually impaired to their location.
It is very easy and intuitive to use. The consumer captures the supermarket shelf with the mobile phone camera, without having to focus, and it detects the products that contain the NaviLens code. Using sound indications, this system guides the user to the product so that they can pick it up.
The mobile phone will also play in audio format the information contained on the product label without the need to read it: ingredients, allergens, nutritional composition and any other information contained on the packaging. Unlike other types of systems, this technology allows the mobile phone to identify the code from a distance of up to three metres, without the need to focus on it directly.
Pablo Olivares, Marketing Director of ElPozo Alimentación, points out that “opting for a more inclusive and accessible packaging, which allows us to locate our products on the shelves and listen to the information on the label, means breaking down the barriers to which people with any kind of visual impairment are subjected”.
The new code is already included on a selection of the most noteworthy ElPozo Extratiernos products and will be progressively incorporated in the rest of the brand’s references in the coming weeks.
Everyone at the Table
This initiative is part of the “Everyone at the Table” (“Todos a la Mesa”) programme that the ElPozo Extratiernos brand is carrying out and whose purpose is to support social, inclusive and charitable projects with the most disadvantaged sectors and, in particular, aimed at the elderly and families with children.
This action to support the visually impaired is in addition to other initiatives developed by ElPozo Alimentación such as the Paralympic Plan ADOP. The collaboration provided by the leading food company as an official sponsor of the Spanish Paralympic Committee since 2016 contributes to promoting inclusion and diversity.
