Dutch retailer Jumbo has introduced a new blockchain solution for its tilapia supply chain, whereby customers can follow the journey that the seafood makes from a fish farm in Indonesia to the store.
The project is in line with the retailer's ambition to 'make its chain more transparent', Jumbo said in a statement, as well as promote further improvements in the areas of biodiversity, human rights and animal welfare.
"At Jumbo we think it's important to know who we do business with," commented Olaf de Boer, commercial director at Jumbo. “Our customers must be able to trust that the products we sell are produced with attention to people, animals and the environment."
de Boer added that the retailer made the move as it noticed that its customers "increasingly want to know where their food comes from. We already have a great deal of insight into our food chains through our supplier system, certification policies and audits that we carry out in so called 'high-risk' countries".
The tilapia blockchain solution was developed alongside SIM Supply Chain.
It showcases how the fish are bred by producer Regal Springs in Lake Toba in Indonesia, in line with Aquaculture Stewardship Council guidelines, with water quality closely managed by independent bodies such as Wageningen University & Research.
From here, the consumer can follow the entire process, with tilapia fillets processed in Indonesia, packaged frozen and shipped to Rotterdam, and then packaged elsewhere in the Netherlands before making their way to Jumbo's shelves.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.