Our thinking is simple: we want to create the world’s most trusted seafood traceability system that empowers consumers and rewards producers.
An initiative of Ecotrust Canada and fishing industry partners, Thisfish is growing a community of like-minded folk dedicated to sustaining the rich traditions and culinary delights of the sea. The three pillars of our approach are to:
- ensure an authentic, meaningful experience to consumers hungry for trusted information on the authenticity, quality and sustainability of their seafood;
- provide real-time market intelligence and branding advantages for every business in the seafood supply chain from fishermen to fishmongers; and
- Create an easy-to-use and low-cost traceability system that is accessible to small operators and rural fishermen
In developing our traceability system, ThisFish is committed to the following design principles:
- Create a voluntary, consumer-focused system
- Satisfy consumer demand
- Ensure cost effectiveness
- Provide real value to fishermen and seafood businesses
- Meet regulatory requirements
- Promote sustainable fisheries
- Distribute costs and benefits fairly throughout supply chain; and
- Promote collaboration and transparency in the supply chain
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