WWF to Track Sustainable Tuna from Vessel to Grocer Through Blockchain Technology

The World Wildlife Fund (WWF) is looking for a new supply chain provenance system based on Blockchain technology.

In a new partnership forged between the World Wildlife Fund (WWF), ConsenSys, and communications technology partner TraSeable, together with tuna fishing and processing company Sea Quest Fiji, consumers in the near future may have the Blockchain technology to thank for the tuna on their dining table.

The project is part of an effort to eliminate slave labor and finally, put a stop to illegal tuna fishing that has depleted the tuna population of the world. Sea Quest Fiji is ready to implement a verification system based on Blockchain technology that can record the journey of tuna from the seafaring vessel to the grocery store, starting with tagging the catch using radio-frequency identification or RFID e-tags. Further negotiations between retailers and WWF will see the implementation of consumer-readable QR codes attached to the cans of tuna which can provide the information on sustainability and ethical harvesting of the product.

WWF Australia chief executive Dermot O’Gorman said testing for the technology with result in a usable product by the end of the year. Looking forward, O’Gorman stated, “The next phase is to work with the retail sector. We’ve worked on the front end and now we need to look at the rest of the supply chain, right up to the plate.”

He added:

“There’s a number of technical and logistical challenges … but we’re in discussions with a few retailers … and through the course of this year I think we’ll get from bait to plate and be able to address the sustainability and human rights issues.”

With regards to the seafaring side of the supply chain partnership, Sea Quest Fiji prides itself on both ethical and sustainable practices. With supply lines located in the US, Japan, Australia and New Zealand, putting the Blockchain technology into operation is no easy task. Tracking starts as soon as the fish leaves the water. Sea Quest chief executive Brett “Blu” Haywood stated:

“From the moment the fish comes aboard the vessel the blockchain technology captures their journey in a digital manner and allows every person through the supply chain to see the story of that fish.”

The WWF is also planning the implementation of Blockchain technology for other uses on the seafood industry like cases and fundraising activities. For now, WWF’s initiative will offer valuable insights on how the Blockchain technology can be used elsewhere.

O’Gorman said:

“We see blockchain technology as being able to step up the transparency in the supply chain, which previously was difficult or quite expensive to do. It’s a very exciting revolution that’s about to transform the industry and will deliver multiple sustainable development goals.”