1. A method comprising: scanning, by sensor of a mobile device, a machine readable code including data identifying a food item and food label information; and binding, by a processor of the mobile device using a binding rule stored in a database, the food item and food label information to a service selected from a plurality of services according to an output of the binding rule, wherein the binding rule identifies the food item and the food label information as belonging to a content category to be bound to the service selected from the plurality of services, wherein the plurality of services include one or more of websites, applications, an online entity, and social networks, wherein the binding includes making the data identifying the food item and food label information accessible to the service selected from the plurality of services.