Traceability In The Global Tuna Industry

One of the most well-known tuna brands in Europe, owned by parent firm Bolton, was recently awarded a certification in praise of its “traceable supply chain”.

One Thai Union-owned major US tuna brand has also just launched a new app through which consumers can digitally trace their fish back to its origins; from plate to sea. One of the top sold canned tuna brands worldwide also allows you to “discover the story behind your can”. And it’s not only Rio Mare, Chicken of the Sea and John West; the list goes on.

These systems help reconstruct the story of each product, right back to the moment when the fish was being caught, being able to access details such as where, when and who caught it. This informs a consumer about the tuna species in a can and the date of canning, giving details that are sometimes not visible on the product packaging itself.

While these industry companies are increasing their online presence in terms of traceability schemes, their efforts to promote, not only their own brand and products, but also their traceability efforts on social media, are lacking. On the other hand, and as surprising as it may seem, consumers and NGOs appear to be leading this online discussion.

Fish fraud and IUU fishing have made food traceability a hot topic on social media these past months, with users not only regarding traceability practices as a proof of increased sustainability, but also as a tool to detect misbranding, believing that even the details on the product packages or the menu can sometimes be intentionally wrong. Surprisingly enough, the online discussion is led by consumers and not the brands themselves.

One of the main goals of traceability information, apart from fighting IUU, overfishing and fraud, is creating and encouraging product and brand differentiation. So, in a way, traceability systems could be comparable to social networks: virtual open spaces in which companies not only reflect the current state of their businesses, but also offer highly-detailed information about their products. So, at the end of the day, it is a space in which anybody can search for anything.

Have you ever wondered how easy it is to actually trace brands? Internet and online social networks are, with no doubt, the new Yellow Pages; the right place to get quick, though potentially not always accurate answers, but at the end of the day, the first place to go for information. Bearing in mind that most consumers don’t know much about how different fishing businesses work, not communicating these improvements and commitments through social media basically means companies are missing out on a great opportunity to attract customers and approach new consumers.

Some companies seem to forget that not only products need to be traceable, but also firms themselves. In order to raise and grow brand awareness, companies should be easy to find and contact, while at the same time make sure they share and let consumers know the different activities they are involved in and the projects they take part in.

Traceability is indeed a burning issue and even though consumers are having their say online, tuna companies fighting against fish fraud with similar projects seem to forget about the existence of these platforms, and their online presence is conspicuous by its absence.

For instance, Rio Mare’s Instagram and Facebook accounts have helped to settle the company’s brand image, giving it a relaxed and genuine personality, while at the same time creating interest. With over 130,000 likes on Facebook, our team was quite surprised to find out Rio Mare and Bolton Group aren’t on Twitter yet. On the other hand, Thai Union only joined Twitter in August 2016 and is slowly expanding its network, whereas UK-based John West doesn’t actually have an active Twitter profile.

In contrast, NGOs and other non-profit organizations working in the seafood sector are actually the ones taking traceability and food security matters to the online social arena we call social media, and therefore taking all the credit for this fight against fish fraud and IUU. Greenpeace, WWF, MSC and PEW, among others, take advantage of the power social networks grant them; allowing them to create interest, reach consumers, build trust and humanize their organizations.

We all agree that it is always good to unplug for a while, but if your company is doing well offline, why not let others know through unlimited free global platforms? Consumers appreciate traceability efforts; but only when complemented with a transparent and honest communication.