| Abstract: |
Today, the global seafood industry is being scrutinized for deceptive labeling practices, fraudulent behavior, and other murky deals (see special report from the office of the New York Attorney General and the recent exposure of widespread seafood fraud). To take a stand against fraud and to lead by example, Niceland Seafood developed a new fish-purchasing experience with its TraceabiliT™ web-app. Now, buyers and home cooks can see the entire journey of their meal, including the location in Icelandic waters where the fish was caught (or farm raised), the fishermen, species information, the processing plant and transport information. The entire TracabiliT chain is viewable by using any smartphone's built-in camera to resolve a QR (quick response) code on the package. "Just point your camera and the story appears," says Niceland's Thor Gestsson, the technical genius behind TraceabiliT. Transparency at this level represents critical progress for the industry, and further positions Niceland as the company carrying the transparency torch. |
