The utilisation of Radio Frequency Identification (RFID) technology in the grocery supply chain is a timely and controversial topic. One stream of opinions urges companies in the grocery business to seize their opportunities and exploit the possibilities the technology offers. Another recommends companies to detach themselves from the hype, and realise that the cost associated with RFID implementation are unlikely to be offset by the benefits. A key question is, taking in account the conflicting opinions, how should the grocery industry act in regard to RFID.