Chicken of the Sea Brings Traceability to Consumers

Oct 11, 2016 11:20 AM ET

Cone Communications Insights

As supply chains become more complex, consumers are in turn becoming more curious about the origins of the products they buy. This is especially true when it comes to the food we put in our bodies. Increasingly, consumers are demanding further transparency from companies – wanting to know where their products come from and what's in them. And companies are responding, establishing traceable supply chains to educate and engage consumers about important sustainability issues.

Last month, seafood brand, Chicken of the Sea, launched a digital traceability initiative. The program helps consumers follow their food from ocean to can through an online experience. The initiative, called Chicken of the Sea Trace your Product, allows consumers to enter a can code to find detailed information about the product. After consumers enter the code they are taken to a website, which lists out the species of seafood with nutrition information, the region where it was caught, the methodused – even the vessel that caught the fish, with start and end dates of the trip. Beyond that, there is information about how the fish was processed, where it was canned and how Chicken of the Sea supports sustainability.

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