Nova Sea wants to use technology to strengthen its position towards consumers.
Last year, Seafood Companies and Atea launched the national tracking network Norwegian Seafood Trust, built on IBM technology.
Through the network, fish farming companies are able to present data from the entire life cycle of fish to consumers from all over the world. Now Nova Sea, one of Northern Norway’s largest northern salmon producers, is joining.
“By being able to share, show and document how the fish have grown up, what it has eaten, what kind of water quality they live in and how the fish make it to the dinner table, consumers will have full control over the food they eat,” said Nova Sea sales manager Bjørn Olvik in a press release.
Head of IBM Food Trust Europe Espen Braathe said blockchain technology meets consumers’ and industry’s need for documentation:
“Over time, the industry has been challenged to put in place good documentation systems that tell us all about the food we eat. Blockchain technology enables this type of tracking and documentation in a safe and easy way,” added Braathe.
For technology provider Atea, the seafood network is important, and the company believes that the tracking of fish should become a future standard for Norway’s second-largest industry.
“We want this to be a standard for Norwegian salmon producers, and participants in the value chain, so that we all know that the data is genuine, reliable and credible. This also ensures a more sustainable food production at all levels,” said Atea CEO Michael Jacobs.
Robert Eriksson, CEO of the Norwegian seafood association Sjømatbedriftene and Norwegian Seafood Trust, also believes that there are increased expectations from the market to document sustainability in production:
“The market out there is increasingly concerned with clean and environmentally friendly salmon,” said Eriksson. “The fact that this is now possible will strengthen the brand and reputation of Norwegian salmon,” he added.
Entire value chain represented
The more players from the value chain connected on the network, the stronger the ability to share information and validation. BioMar was connected to the network last year and is the first feed manufacturer on the network:
“More and more information is required about the food and fish we eat. This information is not always available to the players in the value chain, but maybe through new technology and tracking,” said BioMar sustainability manager Vidar Gundersen.
“We at Sjømatbedriftenet are incredibly proud to have brought Nova Sea and BioMar into the tracking network. They help to set the new Norwegian standard for tracking fish and paving the way for all the Norwegian players,” said Eriksson.