Mission: Edible \'mi-shan e'de-bel\ n. [idea] 1: A method of helping the consumer of food (esp. produce) to obtain more knowledge concerning their purchase of food, ie. scanning a QR code on the food of purchase with an intelligent cellular device, thus connecting the consumer to a webpage containing information concerning the origin and safety of the food of purchase.
In other words, it is the idea of putting QR codes on food so that a consumer can scan them with a smart phone and get information from a website about where the food comes from. It is good for the consumer and good for the grower. The grower can share a lot of information with the consumer in a little bit of space.