AuraVeo technology launch with El Caficultor turns coffee packaging into direct subscription channel
AuraVeo by Koenig & Bauer, in partnership with Appetite Creative, is launching a new connected packaging initiative with coffee brand, El Caficultor, turning coffee packs from a one off retail purchase to a direct sales and subscription channel. The new technology will be showcased exclusively at London Packaging Week on 16th–17th September.
Each El Caficultor SKU has a unique code, which, when scanned, unlocks a mobile experience telling the coffee’s origin story, including its farm, altitude, processing method and sensory profile, before presenting the consumer with a discounted subscription offer. The initial roll-out spans El Caficultor’s 100% Arábica line: Cerrado Dulce (Brazil), Sidamo (Ethiopia), La Vereda (Colombia), and hero SKU Selva Negra (Nicaragua).
Through AuraVeo's cloud platform, consumers are guided through an immersive experience detailing cupping scores, varietals, and flavour characteristics, followed by a direct 10% discount on recurring subscription. With consumer consent, every interaction captures first-party data, giving the brand insights into purchasing behaviour across physical retail channels. Unlike static QR codes, AuraVeo's technology allows brands to update the code content without reprinting the packaging. Scans can also be tracked and attributed to the relevant product, giving El Caficultor visibility into how consumers interact with individual products and content.
Rather than placing codes on the back of the pack, Appetite Creative integrated the AuraVeo QR code directly within the front of pack country map illustrations paired with a clear call to action “ESCANEA Y AHORRA” (“Scan and Save”).
Sandra Wagner, CEO at AuraVeo, says: “Brands put a great deal of valuable information into their products, but much of it disappears once those products reach the shelf. El Caficultor’s packaging is no longer just a container; it’s now a sales channel. The important point is that the QR code is not simply a link. It gives the brand a way to keep the experience current, understand consumer behaviour, and give an interested customer a clear next step. For El Caficultor, that means using the story already behind each coffee SKU to create a route from discovery to subscription.”
Julián A. Lozano Sánchez, General Manager at Indian EcoTrade/El Caficultor, says: “Someone buys our coffee, enjoys it, and then we lose them; that has always been the frustration of selling through retail. Now the moment they scan the bag they can read the story of that specific origin and subscribe at a better price, in the same thirty seconds. We go from an anonymous sale to a customer we actually know, and they go from buying once to receiving coffee they love every month.”
Jenny Stanley, Managing Director at Appetite Creative, comments: “Most QR codes on packaging are printed at the size of a logistics barcode and hidden on the back next to the recycling symbols. Nobody scans those. We moved it to the front, sat it inside the country map so it reads as part of the design rather than a compliance mark, and put a reason directly underneath it, escanea y ahorra. Before you’ve even lifted your phone you know where the coffee is from and what you get for scanning. That’s what drives scan rate, not the technology behind it.”
2026 RTIH Innovation Awards
QR codes will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
