Create a site for storing user generated information to be stored against a product, identified by its barcode number. People would be able to access the info by entering/scanning the barcode number. The kind of information that would be stored against the product would be things like reviews, manufacturing conditions, news stories about the product/manufacturer, farm subsidies paid to the manufacturer etc. All entered in wiki form by end users.
What social need does it address?
Allow people to make informed choices about what they are buying, allow the pooling of product related info.
What’s new about it?
Linking it to barcode information. Its an idea that has come up before from lots of people, but (I think) has only been possible since the publication of http://directory.gs1.org