GS1 New Zealand appoints new...

GS1 New Zealand has appointed experienced technology and commercial leader Alison Crosbie as General Manager, Growth, underscoring the organisation’s evolution from barcode standards to powering trusted data across New Zealand’s digital economy.

Every day, more than 10 billion barcodes are scanned worldwide, connecting products with businesses, consumers and supply chains. Over 2 million organisations rely on GS1 standards globally, including more than 8,000 New Zealand businesses. In New Zealand, every registered business has a New Zealand Business Number (NZBN), a trusted identifier issued by the New Zealand government in partnership with GS1 New Zealand.

With the widespread adoption of global standards for barcoding and the NZBN’s role as a business identifier, GS1 New Zealand sits at the centre of the country’s digital trading infrastructure. As commerce becomes increasingly digital, businesses are being asked to provide richer, more accurate and more trusted product information across retail, healthcare, eCommerce, government and supply chains—and to support emerging artificial intelligence use cases with high‑quality, structured data.

Chief Executive Dr Peter Stevens said the appointment reflects both changing member needs and GS1 New Zealand’s evolving role. “For decades we’ve been known as the organisation behind the barcode. That remains fundamental, but today our members need much more than product identification. Success depends on trusted, structured data that can be shared seamlessly between organisations and digital systems.”

A major global shift now underway is the transition to GS1 2D Barcodes, enabling digital labelling. Unlike traditional linear barcodes, GS1 2D Barcodes are designed to scan at point‑of‑sale as well as carry links to dynamic information such as product provenance, sustainability details, ingredients, usage instructions, recalls and authentication—accessible via a consumer’s smartphone. The global ambition is for GS1 2D Barcodes to be scannable at retail point‑of‑sale globally by the end of 2027.

Concurrently, rapid advances in AI are increasing demand for verified, interoperable product data. Systems using AI are only as reliable as the information they consume, making globally recognised identification standards and high‑quality data exchange more important than ever.

“Whether we’re supporting the rollout of GS1 2D Barcodes, improving product data quality, enabling trusted business identities through the NZBN, or helping members prepare for AI‑enabled commerce, our role is increasingly about building confidence in supply chain data,” said Dr Stevens. Background commentary indicates NZBNs are positioned to serve as a critical component of trusted digital public infrastructure within New Zealand’s broader digital identity framework.

Crosbie joins GS1 New Zealand from eStar where, as Chief Growth Officer, she led customer success, sales, account management, marketing, pre‑sales solution consulting and client support. She helped drive growth while supporting leading Australasian retailers to strengthen digital commerce capabilities, including Briscoe Group, Country Road Group, David Jones, Air NZ Airpoints Store and Bed Bath & Beyond.

As General Manager, Growth, Crosbie will lead strategies across membership growth, customer engagement, strategic partnerships and commercial development. “Businesses are increasingly competing on the quality of the information that accompanies their products, not simply the products themselves. Trusted, standardised data is becoming essential for digital commerce, supply chain visibility, regulatory compliance and AI,” she said.