Chicken of the Sea International customers can now digitally trace the source, processing location and fishing method of their seafood thanks to a new interactive program launched by the company aimed at furthering its commitment to sustainability.
The major seafood processor activated the “Chicken of the Sea Trace Your Product” interactive program on 12 September, allowing purchasers of Chicken of the Sea’s entire shelf-stable line to investigate several facets of their seafood’s origins. Products such as Chunk Light, Chunk Light Albacore and Solid White Albacore tuna in 3-oz., 5-oz., 7-oz. and 12-oz. cans can be traced back by entering the 10- to 15-digit number located on the bottom of the can into this website: http://chickenofthesea.com/trace.
By entering the code, consumers can find answers to the following questions about their Chicken of the Sea purchase:
- What is my seafood? Visitors are given an initial description of their tuna or other seafood species.
- Where was my seafood caught? These results include a world map showing the Food and Agriculture Organization (FAO) Area where the tuna or other seafood was caught, and a link to a species-specific stock status report from the International Seafood Sustainability Foundation (ISSF).
- What fishing method was used? This section includes both the fishing method and vessel size.
- What fishing vessel caught my seafood? This information includes fishing vessel name, nation of registry and fishing trip start and end dates.
- How was my seafood processed? The processing method is subject to Chicken of the Sea’s strict compliance requirements and stringent business ethics and labor code of conduct.
- Where was my seafood canned? The can code indicates where the seafood was processed and canned, which may not necessarily be where it was caught.
- How does Chicken of the Sea support sustainability? This section details Chicken of the Sea’s commitment to sustainability as part of the SeaChange program.
Overall, the program exists as a cornerstone to the SeaChange mission – Chicken of the Sea’s and parent company Thai Union Group’s global sustainability strategy with initiatives encompassing marine conservation, responsible sourcing and operations, caring for communities and safe and legal labor standards.
“It is important for our customers to have an opportunity to know the story behind their fish – where it came from, how it was caught, where it was canned and how the process fits within our sustainability program,” said Jennifer Woofter, Chicken of the Sea’s director of sustainability, in a prepared statement. “Traceability is an essential step in the responsible sourcing and sustainability process and we are excited to make this development available to our customers.”
Find more information on SeaChange and Chicken of the Sea International’s sustainability commitments here: http://chickenofthesea.com/company/sustainability
