text:  I actually scanned one today, just this morning. My guest is Bob Carpenter, president and CEO of GS1 US, here to talk about 50 years of the barcode. Bob, thanks for joining me. Rich, it's great to be here. So this is something that started in 1974 on a pack of Wrigley's Juicy Fruit Gum, which I loved as a kid. Tell me about the history of the barcode.