Traceability in Retail

Less but better

Consumer studies show the same movement: buy less, buy better. Shoppers turn to quality products, expect transparency on origin and want traceability information to be easy to reach. Seafood is no exception — if anything it is the clearest case.

A measurable gap

• Significant mislabelling rates have been documented across seafood retail
• Species substitution and vague origin claims remain common
• Errors accumulate at each handover between boat and shelf

Fixing it at the source

Traceability cannot be reconstructed at the counter. It has to be carried by the transaction data itself, from the first sale onwards, so that each partner passes on what it received instead of retyping it.