Seafood traceability is the core of our business model. We aim to ensure chain-of-custody and point of origin traceability for our seafood products using a system called This Fish (developed by EcoTrust Canada). Unique codes are assigned to each catch, which are preserved throughout the distribution process and can be used at point of purchase in retailers, on menus in restaurants, and as part of our labeling for our distributed shares that are picked up for customers. These codes lead customers to an online portal that provides detailed information on the species, who harvested it, how it was harvested, and the point of origin.
We use QR codes to direct our consumers to the story of their seafood. You can scan the image with your smart phone and it will take you to the website containing the information on the catch you are enjoying. We also use the QR codes to provide traceability for the restaurants that source fish from us. The image below depicts the label that you will find on the menus of the places that serve our seafood.