Internet of Packaging:
Seafood producer offers consumers 100% transparency.
Thomas Reiner | 08.08.2019
The world’s largest salmon farmer MOWI from Norway tries to achieve total transparency towards consumers through a partnership with the EVRYTHNG platform. The project “Salmon with 100% Transparency” is an example of the possibilities with Internet of Packaging (IoP), which makes the “one searchable source of truth” possible.
MOWI launches the “first end-to-end food traceability platform in the sea food industry” with the help of its partner EVRYTHNG. The company describes itself as a market-leading Internet of Things and Software as a Service (SaaS) platform for consumer products.
For MOWI’s “Salmon with 100% Transparency,” EVRYTHNG will collect and harmonize data from the various production and supply chain systems. They map the entire life cycle of the fish. The data includes, for example:
- When the salmon hatched.
- In which freshwater station the salmon grew.
- What food it got.
- When and where it was harvested.
- What age, what size and what weight the salmon had.
- How it was transported for processing.
The data is grouped by batch, which allows a detailed traceability through the entire value chain and appropriate quality controls.
Consumers can retrieve the information from scanning a QR code on the salmon packaging.
Even for MOWI itself, the system brings valuable consumer insights. From the anonymous retrieval information EVRYTHNG provides, the company learns about how many consumers are interested in what particular aspects and when.
The acquired knowledge about the behaviour and needs of the consumers can be used by the company in their future marketing programs. In addition, the measure should strengthen consumer confidence in MOWI and, ultimately, contribute to the image of the brand.
Video on EVERYTHING: Case Study: MOWI Seafood Transparency
