The script across the middle has the association name and the code resolves to a mobile site with the product manufacturer’s details and more information about the product.No additional information on this yet, as the site is in Japanese and I have not found a translated source.
I like this idea. A common complaint I hear from manufacturers is they spend all this money getting a certification, but no one knows what it means! Granted, if the certifying agency is unknown that might be a warning sign. But considering how many highly specialized certifications are out there, it's entirely reasonable a specifier might not yet know the one your company uses. Making the logo scannable means instant information about the certifying organization, and what exactly certification means.
More than that, the codes are easily customized so instead of scanning to go to the GreenFormat homepage, for example, I could scan to go directly to your product's GreenFormat profile. This would be very useful for specifiers, giving them instant access to very detailed information.
It would also benefit the certifying organization. Many manufacturers misuse, intentionally or not, certifying agencies' logos, implying an endorsement that does not exist. To cite a common example, the USGBC does not certify or endorse products. Many manufacturers, however, claim USGBC or LEED certification for their products. If USGBC integrated a QR code into their logo, it could point to a page explaining this.
How would QR product certification marks help you?
[UPDATE] Corrected the name of the source site from 2d-code to QR Code Magazine.