The research group Statistical Applications and INFOOD GmbH have been examining alternative methods for transparent and reliable labelling of food for many years. As a possible application system, the first prototype of an 'interactive' shelf – the Smart Shelf – was developed by Assmann Ladenbau for food retail. Through the integration of an information system (the software for the presentation at the SIAL was developed by the company ActiveIT) into a shelf with food marked by a code (from the Vienna-based company GS1 Austria), it is possible for consumers to verify the manufacturer information on food simply and quickly by direct and contemporary means using a scanner at the POS, on their mobile telephone or from home. In order to be ableto exhibit this shelf at the SIAL 2010, a variant of the shelf specifically optimised for this purpose was developed by Assmann Ladenbau Leibnitz.