Thai Union Group announced on March 16 a partnership with Wholechain to implement standardized, end-to-end digital traceability across its global seafood operations. The collaboration aims to enhance transparency and provide greater confidence for partners and consumers regarding responsible sourcing and ocean health.
The initiative is part of Thai Union’s SeaChange sustainability strategy, which marks its tenth year and sets targets through 2030 for safeguarding ocean health, ensuring responsible sourcing, and increasing transparency throughout the company’s value chain. By deploying Wholechain’s interoperable traceability system, Thai Union seeks to improve visibility from vessels and farms through processing and distribution to retailers and foodservice operators. The partnership will also support consumer-facing tools such as the company’s can tracker across its global brand portfolio.
In the first phase of the project, Thai Union will focus on tuna and shrimp products before expanding to other species. The rollout is expected to take place over two years. Adam Brennan, Chief Sustainability Officer at Thai Union, said, “Traceability is foundational to our SeaChange strategy. It makes sustainability credible and measurable, providing a source of truth about environmental and social impacts across the supply chain. It ties all our sustainability commitments to real data, so we know where the seafood for our products comes from, who caught it and when, and under what standards. Our partnership with Wholechain strengthens our ability to deliver standardized traceability at a global scale – supporting regulatory compliance, customer and consumer expectations, and, most importantly, trust.”
Brennan also said that moving from manual processes to a fully digital model represents a significant shift for both Thai Union and the broader seafood industry: “This partnership marks a step change — moving from manual processes to a fully digital, interoperable model that delivers real time insight at global scale. It raises the bar not just for Thai Union, but for the seafood industry as a whole.”
Wholechain will help automate traceability at every critical step using global data standards like those set by the Global Dialogue on Seafood Traceability (GDST). This approach aims to improve supply chain efficiency by enhancing information reliability while reducing costs. The system will also strengthen oversight of sourcing practices by improving vessel and farm visibility into finished goods.
Jayson Berryhill, CEO at Wholechain, said: “Thai Union has consistently demonstrated leadership in seafood sustainability for the last 10 years. Through this partnership, Thai Union is leading the industry in traceability and transparency by embedding it into the operating fabric of their global business. Using interoperable standards across its global footprint, Thai Union will not only improve its own operations, but it will accelerate progress across the seafood industry.”
The new traceability system is scheduled for rollout over 24 months in collaboration with suppliers and customers worldwide.