U.S. retailer Roche Bros. and seafood processor Foley Fish have launched a traceability program to allow shoppers to get information on the origin of certain fish by scanning QR (Quick Response) codes in-store.
The new Sea Trace program provides increased transparency where the seafood at the supermarket fish counter comes from and validates that the seafood is sustainably harvest and natural processed, according to Roche Bros. When the QR code is scanned, consumers can see a photo of the fishing boat, location fished and a description of the fishing gear used. Roche Bros. also hopes the program will allow customers to support local fishermen.
In-store information is also available including a sustainability video and consumer brochure. Using education materials from Foley Fish, the supermarket will also list the fishery management programs associated with each species offered.
“Fishery management is complex. Just labeling the product red, yellow or green oversimplifies it and doesn’t give the consumer enough information to make a well-considered choice,” said Laura Foley Ramsden, Foley Fish owner. “We want to encourage customers to select U.S. caught fish with good conscience; knowing that the seafood has been harvested sustainably and handled naturally at the Foley plant to maintain its ‘just caught’ flavor.”
