Photo: Norwegian Seafood Council/FIS

Blockchain: The Key to Unlocking Deeper Consumer Trust in Seafood Transparency

Research highlights consumer demand for origin and production details, positioning blockchain technology as a revolutionary tool for seafood producers to enhance traceability, build confidence, and share their sustainability narratives.

Global consumer appetite for detailed information regarding seafood production is significant, with Norwegian Seafood Council (NSC) research indicating that a remarkable 89% of consumers desire greater transparency in their seafood choices. This burgeoning demand presents a compelling opportunity for seafood producers worldwide to leverage the transformative power of blockchain technology. By offering an unalterable and readily accessible record of the seafood supply chain, blockchain can be instrumental in fostering stronger consumer trust and providing unprecedented clarity from ocean to plate.

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Decentralized blockchain technology offers a robust framework for seafood producers to effectively communicate the complete journey and origin of their products to consumers, bridging the information gap between harvest and retail. This enhanced traceability, powered by blockchain, empowers consumers with accurate and trustworthy data encompassing:

• Precise Origin: Verifying the exact source and provenance of the seafood.
• Regulatory Compliance: Demonstrating adherence to sustainability standards and all relevant regulations.
• Supply Chain Integrity: Tracking the movement and handling of seafood throughout the entire chain.
• End-to-End Transparency: Providing visibility at every stage of the value chain, from initial harvest or aquaculture to the final point of sale.

Recognizing consumer trust as a paramount factor in the global food industry, numerous initiatives are actively working to enhance transparency within the seafood sector. The FAIRR Seafood Traceability Engagement, a powerful $6.5 trillion investor coalition, actively engages with key seafood providers globally to advocate for comprehensive transparency at every stage of the value chain.

Pioneering businesses such as IBM Food Trust and Provenance are at the forefront of this technological shift, offering emerging blockchain platforms that are witnessing increasing adoption across international seafood markets. Through ambitious projects aimed at fostering end-to-end traceability, these organizations have developed blockchain-based solutions designed to illuminate global sustainable seafood practices and equip consumers with the critical information needed to make informed purchasing decisions.

Building Trust Through Permanent Digital Records:

Blockchain platforms create an immutable and transparent digital ledger chronicling the complete lifecycle of a producer’s seafood. Going beyond simple origin tracking, this represents a powerful avenue for industry collaboration. It enables the sharing of accessible data points from the very beginning, including egg quality in aquaculture, water oxygenation and temperature, feeding protocols, and fish health, all the way through processing, transportation, and final delivery.

By showcasing every facet of the supply chain in a transparent manner, producers gain a unique opportunity to effectively communicate the superior quality of their seafood directly to consumers. Furthermore, providing verifiable proof of sustainable practices through blockchain builds crucial reassurance and solidifies consumer trust.

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Unprecedented Data Security and Uniformity:

Blockchain technology distinguishes itself from conventional tracing and information gathering through its inherent security features and standardized data storage. Data recorded on a blockchain is time-stamped, encrypted, and accessible in chronological order, ensuring data integrity and preventing tampering. This uniformity simplifies the assessment of a seafood product's entire lifecycle across the value chain, facilitating seamless information sharing between diverse producers, partners, and distributors.

Capitalizing on the Growing Demand for Trust:

Blockchain is a key theme explored in the NSC’s latest annual trends report, "Navigating the World of Megatrends," which analyzes the significant global shifts poised to shape seafood consumption for decades to come, driven by technological, political, economic, environmental, demographic, and social forces.

Norwegian Sseafood Council Global Consumer Behaviour Analyst Lars Moksness emphasizes the critical link between trust and brand reputation: “Our research has clearly demonstrated that the resilience of a brand's reputation is inextricably linked to consumer trust, which in turn is deeply connected to the perception of authenticity. The escalating demand for transparency presents an exceptional opportunity for the seafood industry to share its many compelling and authentic stories directly with consumers, building stronger connections and fostering lasting trust.”

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