The paper proposes an integrated framework which uses knowledge representation theory and languages to annotate relevant product information in a semantically rich and unambiguous fashion so disclosing several added-value services in multiple supply chain stages, without depending on a back-end infrastructure. EPCglobal RFID protocol standard has been extended and further applied in an innovative supply chain model where production, packaging and logistics have a reduced ecological impact. Particularly, on-product information are leveraged in a more general Intelligent Transport System (ITS) framework enabling advanced delivery scheduling and product tracking.