In response to increasing food quality and source concerns, H.J. Heinz Co. Australia Ltd. has launched Pure NZ frozen vegetables, grown in New Zealand. The clear, recyclable packaging allows shoppers to view the quality of the vegetables from the outside. Furthermore, each package features a code for consumers to enter atwww.purenzvegies.com, allowing them to see the farming region where their vegetables were grown and even read stories from the farmers who grew them. Pure NZ vegetables are not genetically modified and avoid using pesticides. The product is available at Woolworths stores for $2.29-$2.79. (Package design: Acorn Brand Design,www.acornbd.com.au; Packaging idea: Craig Chester, senior product manager-frozen vegetables)
