According to the article, it's so they can recall the packs. Here is the quote from the CEO:
"The first closed loop food safety system that allows us to remotely disable Produce Packs if there is, for example, a spinach recall. In these scenarios, we’re able to protect our consumers in real-time."
I don't know about you, but I have never been affected by a food "recall" and I don't know why they would anticipate such a need happening. I know there have been recalls of food (even the spinach in their example) but they are usually pretty narrow in scope and in my view shouldn't need a machine enforcing them. If you put bad spinach into your product, how about sending me an email, or calling me, or publicizing it through the media? Once I buy something I would like to do what I want with it, in most situations I no longer want the company involved. If I want to squeeze expired packets or packets from another manufacturer, that's my business.