Revolutionary blockchain technology presents producers with a significant opportunity to enhance consumer trust, according to research from the Norwegian Seafood Council (NSC). The NSC’s findings indicate that as many as 89% of consumers are seeking more detailed information about how their seafood is produced. This growing desire for transparency is driving producers to adopt innovative blockchain technology to foster trust and provide a clearer understanding of the seafood supply chain. Decentralised blockchain technology enables the sharing of crucial information, transforming how seafood producers communicate the origin and journey of their products—from sea to shop floor. This new level of traceability offers consumers access to accurate and reliable data regarding: - The origin of seafood - Compliance with sustainability and other regulations - Movement and management within the supply chain - Transparency across every stage of the value chain Given that consumer trust is vital in food production, global initiatives are focusing on increasing visibility throughout the seafood industry. One example is the FAIRR Seafood Traceability Engagement, a $6. 5 trillion investor coalition engaging constructively with major seafood providers to guarantee complete transparency at every step of the value chain. Prominent enterprises like IBM Food Trust and Provenance provide emerging blockchain solutions that have been widely adopted within global seafood markets.

They have developed comprehensive blockchain-based platforms designed to promote traceability across the supply chain, highlighting sustainable practices worldwide and delivering essential information to consumers for informed seafood purchasing choices. Blockchain platforms create a permanent digital record of a seafood product’s life cycle. Beyond just tracking origin, this collaborative industry effort begins with accessible data on factors such as egg quality, water oxygen levels and temperature, feeding patterns, and fish health, continuing through to the product’s journey and delivery. By making the entire supply chain visible, producers can better communicate the quality of their seafood to consumers while offering assurance through verified sustainable practices, thereby strengthening consumer trust. What sets blockchain apart from traditional tracing and information systems is not only its security but also its standardized data storage. Blockchain information can be timestamped, encrypted, and accessed in chronological order, facilitating comprehensive assessment of a seafood product’s life cycle throughout the value chain and among various producers, partners, or distributors. The heightened demand for trust and transparency is a key theme explored in the NSC's latest annual trends report, Navigating the World of Megatrends, which examines global shifts expected to influence seafood consumption for years ahead, driven by technological, political, economic, environmental, demographic, and social changes. Lars Moksness, NSC’s Global Consumer Behaviour Analyst, states: “Our research reveals that the resilience of a brand’s reputation is fundamentally tied to trust, which in turn is linked to perceptions of authenticity. The rising demand for transparency offers a great opportunity to share authentic and engaging stories with consumers, leveraging the many compelling narratives the seafood industry has to offer. ”