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Coldwater, Michigan | Originally started by "The Jewel Food Company" and referred to as a "freshness date". Most stores try to rotate their stocks. At a glance they could see what the date was and would be sure the oldest got moved to the front so it would be bought first. Eventually they started promoting it to the public as a marketing message.
Prior to that we had no idea how old something was except except to smell it, taste it, open it, or if it was produce to look at it. "Good By" date basically is stating that if the item has been treated decently it should be good at least till then. "Sell By" date is just a message to in effect rotate the stock.
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What about dates on foods ?
