“As a consumer, I’ve noticed every product I buy has a barcode. This is something that’s required for a product, which makes sense for supply chain and tracing reasons,” said Lin Jiang, founder of Asian-inspired breakfast food brand Yishi Foods. As a young entrepreneur starting out, Jiang knew she had a great product ready to reach a wider market, and she needed to get it out there fast.
Identifying the Need for Barcodes
Researching Barcodes
“When we started the company, we went online and searched ‘UPCs for sale.’ There are many websites that sell UPCs, so I just found the top five in the search and bought barcodes. I put them on my packaging and started selling this product in local stores, where as long as the barcodes get scanned, there’s no issue,” said Jiang.
“As the company grew, we were getting into some bigger retailers, and we ran into issues. None of the products could get set up because they told us our barcodes were recycled. When they put our barcodes into their system, another product popped up."
Think About Barcodes Beyond the Scan
The Yishi Foods team then discovered GS1 US® as a trustworthy source for UPC barcodes. Using GS1 Standards such as Global Trade Item Numbers (GTINs) and UPC barcodes has helped Jiang prepare for retail expansion. Her products—which include oatmeal featuring unique flavors such as Taro Bubble Tea and Matcha Latte; pancake mixes; and oat spreads—can currently be found on the shelves of Whole Foods, Walmart, and Costco.
Three Key Takeaways From Jiang’s Story
1. Know how you want to grow.
Jiang discovered too late that she did not have the type of barcodes that were specified in retailer onboarding guidelines. She spent unnecessary money on relabeling but was able to get back on track to successfully sell through major retailers. Conducting due diligence on what it takes to get set up with retailers is a valuable part of any retail growth plan.
2. Consult with the experts.
Yishi Foods works with various entrepreneur organizations that help support the company’s ability to scale, and Jiang is able to pass on her knowledge to the next generation of startups. Don’t be afraid to seek the help of an expert such as a consultant, incubator, or advisor at a small business development center to better understand the best path forward for your business.
3. Keep moving forward.
Knowing how GS1® Barcodes have opened doors to new opportunities for her in the past, Jiang is staying up to date on new developments in the barcode world—particularly the movement from the UPC barcode to the 2D barcode (QR Code). By 2027, major retailers will start scanning QR Codes enabled with a GS1 Digital Link at the point-of-sale, and QR Codes will become not just a portal to more consumer information but a key part of supply chain operations.
Build a solid foundation for your supply chain to grow and thrive today using GS1 Barcodes.
How Can GS1 US Help?
Ultimately, as a founder and entrepreneur, you likely have many questions about how to succeed in retail today. You recognize that challenging aspects of running your business, such as selling online and managing inventory, are also critical to achieving your sales goals. GS1 US can help you on your growth journey and support your success.
Simply put, a UPC barcode from GS1 US represents your gateway to bigger sales. Whether you sell your product in store or online, through a retailer, or direct to the consumer, barcodes from GS1 US are an important part of a small business’s long-term strategy.
