Sea Thru aims to improve seafood traceability throughout the value chain—think “Google Maps for fish.” The company wants to provide transparency so consumers can find out whether the product they are buying has travelled around the world. It is increasingly common for fish caught in Europe to be shipped to China or other distant countries for processing, then sent back to Europe for sale. By making this information easily accessible to consumers, Sea Thru helps them make informed decisions. Greater traceability and transparency also help ensure that producers who carry out more sustainable, end-to-end seafood processing receive a fairer price for their products.
