"The Supermarket Guru" Phil Lempert has suggested that cellphones could soon help you with grocery shopping at a supermarket store.
"You're going to see people shopping up and down the aisles with an iPad. Look up the brand name, it will tell you everything you need to know about that company," The New Zealand Herald quoted him, as saying.
"It's going to get rid of the bad ones and promote the good ones," Lempert added.
Lempert also believes mobile phones could someday connect live to cameras on farms showing customers how the animals they are about to eat are being looked after.
He said: "We want to know where our food comes from, we want to know about the company, we want to know who the investors are. It's about sustainability and traceability."