Enhanced Traceability

Activated consumers want to know more about seafood sourcing.

Globalization has created an international food trade that is complex and often opaque. Today's consumer is left exposed to a vast array of blindspots which makes it nearly impossible to address food safety concerns, prove legal origin, ensure accurate labelling or verify sustainability. These are the issues which weigh heaviest on the industry as consumers, investors, regulators and even media view traceability as essential to demonstrating how seafood has been ethically and responsibly sourced.

Aquaculture supply chains involve thousands of farms, processors, traders, logistics companies and wholesalers around the world — and nobody is immune to scrunity, sustainability or disruption.

Because healthy is tastier

Transparency defines how farm sourcing reaches every plate.

Despite the growing number of regulatory measures in place today, seafood fraud, serious labour injustices and environmental destruction have remained extensive across every food production sector — most notably in the seafood industry. Traceability has become an integral tool when verifying sustainable and responsible food quality processes, but barcodes and QR scanners alone will not put consumers, partners and investors at ease.

That's largely because today's consumer is driving a much different set of values. They share an awareness of how global food systems have the potential to be a lever for positive change and help restore nature by providing deeper levels of visibility into the environmental and social impacts embedded in every seafood product. That's precisely why we're making our brand easier to trace through digital tools which effectively open a window to our complete brand story.

When customers, retailers and wholesale suppliers can gain insight into the farm facilities, feed processes and supply chains that produce and transport their seafood, accountability is sure to follow. Our objective at King Prawn is to use traceability as a reliable means of driving improvement, to ensure accurate labeling and to fully demonstrate how our seafood products meet environmentally and socially responsible practices from our farms to every plate.

We must act now, together.