I saw the idea of linking to the source that was one of the prototypes from my master thesis in one anime serie (Net Ghost PiPoPa). The basic idea is the same, to use ict to create a link between the individual product and its producer in the moment of buying.

The food is tagged, in this case a QR code.

The screen at the shop plays a video of the producer telling the story behind the food.

Good Guide, empowering consumers, making data transparent through ICT. I like it. Check their iphone app too.

(Met some of the people working there when at Berkeley last spring)