Thai Union said it has partnered with Wholechain to roll out standardized, end-to-end digital traceability across its global seafood supply chain, covering products from vessel and farm through processing and distribution. The initiative is positioned as part of its SeaChange sustainability strategy, which sets targets through 2030 related to ocean health, responsible sourcing, and transparency. As an initial phase, the rollout will focus on tuna and shrimp before expanding to other species in a second phase, with the overall project expected to take two years. Chief Sustainability Officer Adam Brennan said the system is intended to provide traceability data on where seafood comes from, who caught it, when it was caught, and under what standards. Wholechain will support alignment with Global Dialogue on Seafood Traceability data standards and the expansion of consumer transparency tools, including Thai Union’s can tracker used since 2017 across several brands.
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