Kwik'Pak chooses Trace Register
Trace Register, a Seattle-based food traceability company, announced today that Kwik'Pak Fisheries of Emmonak, Alaska, chose Trace Register to provide marketing and brand protection for its premium Yukon River king and keta (chum) salmon.
Kwik'Pak markets its wild salmon - described by the New York Times as "perhaps the best-tasting salmon in the world" - to retail and foodservice markets throughout the United States.
"We are pleased that Kwik'Pak has chosen Trace Register to provide full supply chain traceability for such a valuable product and respected brand," said Trace Register CEO Phil Werdal.
As the owner of a fishing company in Alaska for nearly 30 years, Werdal is familiar with the challenges that fishermen and marketers face in protecting the value of their brand in the marketplace.
"Source-to-sale traceability is essential to customer confidence and perception of value," said Werdal.
Kwik'Pak General Manager Jack Schultheis said he looks forward to "assuring our customers and consumers that they are indeed getting the product they are paying for."
In addition, Schultheis said, supply chain traceability "will help ensure that the Yup'ik fishermen who supply our company are getting a well-deserved premium for their efforts - and their superior salmon."
Trace Register, which provides traceability for the Global Aquaculture Alliance's Best Aquaculture Practices program, also has offices in Japan and China.