Research by the Norwegian Seafood Council (NSC) has found that up to 89% of consumers desire more information about how their seafood is produced. This rising demand for transparency is enabling producers to adopt innovative blockchain technology to foster consumer trust and provide a clearer view of the seafood supply chain, according to the NSC. Decentralised blockchain technology shares essential information that can significantly improve how seafood producers communicate with consumers about the origin and journey of their food – from sea to shop shelf. Blockchain-enabled traceability benefits consumers by providing accurate, reliable data on: - The origin of seafood - Compliance with sustainability and other regulations - Movement and management throughout the supply chain - Transparency at every stage of the value chain With consumer trust being crucial in food production, global initiatives aim to increase visibility across the seafood industry. The FAIRR Seafood Traceability Engagement, a $6. 5 trillion industry investor coalition, actively engages with leading seafood providers worldwide to ensure full transparency at all value chain stages. Examples of companies offering cutting-edge blockchain technology include IBM Food Trust and Provenance, which have gained wide adoption in global seafood markets. These organisations have launched extensive projects to promote traceability along the supply chain, developing end-to-end blockchain platforms that illuminate sustainable seafood practices globally and provide consumers with vital information for their purchasing decisions. **Permanent digital record of seafood life cycle** Blockchain platforms establish a permanent digital record capturing the entire life cycle of a producer’s seafood.

Beyond just the origin, this represents true industry collaboration—starting with accessible data such as egg quality, water oxygenation and temperature, feeding patterns, and fish health, progressing all the way through to product journey and delivery. By exposing all supply chain aspects, producers can effectively communicate the quality of their seafood, reassure consumers through verified sustainable practices, and build consumer trust. **Enhanced data storage and security** What sets blockchain apart from standard tracing and data collection is not only its enhanced security but also the uniformity of data storage. Information saved in blockchain is timestamped, encrypted, and accessible in chronological order, facilitating comprehensive assessment of a seafood product’s entire life cycle throughout the value chain and across different producers, partners, or distributors. **Growing demand for trust and transparency** Blockchain is among many key themes covered in NSC’s latest annual trends report, *Navigating the World of Megatrends*, which examines global shifts poised to influence seafood consumption for decades ahead, shaped by technological, political, economic, environmental, demographic, and social forces. Lars Moksness, NSC’s Global Consumer Behaviour Analyst, states: “We have learned from our research that the resilience of a brand's reputation is deeply connected to trust. Trust relates to the perception of authenticity. The rising demand for transparency presents a valuable opportunity to share genuine and engaging stories with consumers, leveraging the many compelling narratives that the seafood industry offers. ”