GDST is working globally on one clear standard for digital seafood traceability. In simple terms: a system that allows every party in the supply chain to securely and reliably share information with one another. And that is urgently needed.

Why this matters

At Fish Tales, we believe you should know what you eat. That’s why we’ve been showing for years where our fish comes from, who catches it and how it is caught.

That may sound obvious, but in the seafood industry it’s far from standard practice. Many brands buy fish through traders and changing suppliers. As a result, origins regularly change and it can be difficult to trace exactly which fishery a product comes from.

At Fish Tales, we do things differently. The fishery shown on our packaging is always the exact fishery the fish comes from. Every single time.

The next step: full digital traceability

This year, we’re taking a major next step. We are investing in a secure digital system that will allow us to trace every single can throughout the entire supply chain — from the day of catch and the location at sea to the moment the product reaches the shelf.

This will allow us to record information even more accurately and retrieve it much faster. Our ambition is to have all our supply chains fully digitally traceable by the end of 2027.

Pushing the industry forward together

GDST helps companies around the world collaborate more effectively on traceability. By using shared standards, it becomes easier to exchange reliable information between fishers, processors, brands and retailers.

For us, this partnership is about more than just membership. It’s a signal that the seafood industry needs to become more honest and transparent — and that we want to actively help make that happen.