Consumers of Chicken of the Sea productscan learn about the source and background of the fish they buy. (Photo: COS)

Chicken of the Sea allows consumers to digitally trace its products

Chicken of the Sea International has launched the Chicken of the Sea Trace Your Product initiative in response to increasing consumer interest in knowing the source and sustainable fishing practices associated with their seafood.

The new interactive program, called 'Chicken of the Sea Trace your Product', currently covers all Chicken of the Sea® shelf-stable tuna products and will soon allow seafood lovers to trace the company’s entire shelf-stable product line.

The program is a cornerstone of SeaChange®, the company’s global sustainability strategy with initiatives encompassing marine conservation, responsible sourcing and operations, caring for communities and safe and legal labor standards.

“It is important for our customers to have an opportunity to know the story behind their fish – where it came from, how it was caught, where it was canned and how the process fits within our sustainability program,” said Jennifer Woofter, Chicken of the Sea’s director of sustainability.

“Traceability is an essential step in the responsible sourcing and sustainability process and we are excited to make this development available to our customers,” Woofter pointed out.

The initiative confirms Chicken of the Sea’s commitment to 100 per cent digital traceability and the launch a new consumer-facing website, where customers can type in the 10- to 15-digit number code located on the bottom of their Chicken of the Sea can of tuna to receive information on the source, processing location and sustainable fishing method.

In this website, customers can receive answers to seven specific questions:

1. What is My Seafood? Visitors are given an initial description of their tuna or other seafood species.
2. Where Was My Seafood Caught? These results include a world map showing the Food and Agriculture Organization (FAO) Area where the tuna or other seafood was caught, and a link to a species-specific stock status report from the International Seafood Sustainability Foundation (ISSF).
3. What Fishing Method Was Used? This section includes both the fishing method and vessel size.
4. What Fishing Vessel Caught My Seafood? This information includes fishing vessel name, nation of registry and fishing trip start and end dates.
5. How was my Seafood Processed? The processing method is subject to Chicken of the Sea’s strict compliance requirements and stringent Business Ethics and Labor Code of Conduct.
6. Where was my Seafood Canned? The can code indicates where the seafood was processed and canned, which may not necessarily be where it was caught.
7. How Does Chicken of the Sea Support Sustainability? This section details Chicken of the Sea’s commitment to sustainability as part of the SeaChange® program.

As part of the Thai Union Group family of companies, Chicken of the Sea is a member of Thai Union’s SeaChange® global sustainability program.
 

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Address:	9330 Scranton Road - P.O. Box 85568
City:	San Diego
State/ZIP:	California (92138-5568)
Country:	United States
Phone:	+1 858 558 9662
Fax:	+1 858 597 4569
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