T is in the market for fresh produce

Just scan the code in the middle of the cow.

Finding a place to pick up fresh produce from local farmers markets is as easy as scanning with your smartphone thanks to the MBTA and the Department of Agricultural Resources’ new Web-based services.

Just look for the picture of a cow with a scrambled bar code.

For the next month, commuters can connect to markets using Quick Response codes, funky-looking square codes placed on T vehicles that map out the exact area of outdoor markets based on their location on public transit.

The ad campaign is running on the Red and Orange lines highlighting the close proximity of local food to the T through October.

By using a downloadable scanner app and holding it over the black and white codes, customers get instant access to finding fresh foods while they commute.

Spurred by an epidemic of unhealthy living, state Rep. Byron Rushing said people don’t have a convenient place to shop for homegrown products.

“This is a great innovation by the T,” said Rushing. “This will get them there quickly and efficiently.”
According to Scott Soares, commissioner of the Department of Agricultural Resources, his department is the first in the nation to have such a program.

He and T Acting General Manager Jonathan Davis launched the program yesterday at Back Bay Station.

The codes also help locate agricultural fairs, wine and cheese makers and pick-your-own orchards.


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