You pick up a can of tuna at the grocery store and see “Product of Thailand” on the label. Seems straightforward, right? The fish was caught in Thai waters, processed in Thailand, and packaged there. But the reality of global tuna supply chains tells a very different story.
That “Product of Thailand” label could legally apply to tuna caught thousands of miles away in the Pacific, transferred between multiple vessels, and processed through several countries before reaching a Thai facility. Understanding what these labels actually mean helps you make better purchasing decisions and avoid potential supply chain risks.
This guide breaks down the complex journey tuna takes before earning country labels, the warning signs of questionable origins, and how modern traceability systems provide real verification beyond basic labeling requirements.
Why Thailand tuna labels don’t tell the whole story
Country of origin labels follow legal definitions that may surprise you. The key factors that determine these labels include:
- Last substantial transformation rule – When tuna carries a “Product of Thailand” label, it typically means the fish underwent its last substantial transformation in Thailand, not that it was caught in Thai waters
- Distant-water processing – Thailand processes massive volumes of tuna from fishing fleets operating across the Pacific and Indian Oceans, thousands of miles from Thai waters
- Transshipment complexity – Fishing vessels often transfer their catch to refrigerated carrier ships at sea, allowing multiple vessel transfers before reaching processing facilities
- Jurisdictional variations – Different markets (EU, US, others) have varying definitions of what qualifies as “substantial transformation,” creating inconsistencies in origin determination
These labeling practices create a complex web where tuna caught by a Spanish vessel in the Western Pacific could be transferred to a Panamanian carrier, processed in Thailand, and legally sold as a Thai product. Understanding these realities helps buyers recognize that processing location doesn’t necessarily indicate catch origin, making additional verification essential for supply chain transparency.
What happens to tuna before it reaches Thailand
The journey from ocean to Thai processing facility involves multiple steps that make simple origin labeling insufficient for understanding where your tuna actually comes from. The typical supply chain includes:
- Extended fishing operations – Large commercial vessels operate on trips lasting several months, fishing across vast ocean areas and multiple FAO zones during single voyages
- At-sea transfers – Fishing vessels meet with refrigerated carriers to transfer catches, often in international waters, allowing continued fishing while catch heads to processing
- Mixed catch storage – Vessels combine catches from different areas in the same hold, making individual batch origins difficult to track without proper documentation
- Multiple country stops – Tuna might involve Taiwanese vessels, Korean carriers, Philippine ports, and Thai processors, each with different documentation standards
- Processing transformation – Thai facilities legally establish origin through cleaning, cutting, cooking, and packaging operations, regardless of actual catch location
This complex multi-step process demonstrates why the tuna supply chain crosses oceans, vessels, transshipment points, processors, brands, importers, retailers, and regulators, with data often scattered and documentation frequently manual. These realities make comprehensive traceability systems essential for verifying actual product origins beyond simple processing-location labels.
Red flags that signal questionable tuna origins
Several warning signs could indicate problems with tuna labeling or supply chain documentation that buyers and consumers should watch for:
- Price inconsistencies – Thailand-labeled tuna selling significantly below market rates may indicate shortcuts in sourcing, processing, or involvement of IUU (illegal, unreported, unregulated) fishing practices
- Vague labeling – Products listing only “Product of Thailand” without fishing methods, vessel information, or catch areas may lack proper traceability documentation
- Missing certifications – Absence of MSC (Marine Stewardship Council) or other sustainability program marks could indicate limited supply chain verification
- Documentation gaps – Suppliers unable to provide vessel records, discharge documentation, or processing facility certifications may have incomplete supply chain data
- Unusual shipping patterns – Unexplained delays or irregular routes could signal transshipment issues or documentation problems requiring additional verification
These red flags become particularly significant because most traceability systems start too late, relying on post-processing documents instead of capturing events as they occur. Recognizing these warning signs helps buyers identify products that may require additional verification before acceptance into supply chains, ensuring better compliance with sustainability and authenticity requirements.
How SmarTuna verifies Thailand tuna authenticity
SmarTuna addresses the limitations of simple country labeling through comprehensive traceability that starts at the first mile, capturing real-time data from the moment fishing begins. The platform provides verification through:
- Real-time vessel tracking – Satellite VMS and AIS capture verifiable data showing exactly where tuna was caught, with continuous tracking throughout transfers, port stops, and shipment routes
- Digital documentation – Unique raw material IDs assigned at port discharge link each batch to specific vessel records, catch locations, and verification criteria before processing begins
- Automated compliance checks – Integration with over 15 regulatory databases (RFMO registries, ISSF PVR, MSC CoC, IUU blacklists) provides real-time vessel legitimacy and compliance verification
- Integrated verification – Vessel records, discharge volumes, and certifications combine with proof-point validation for instant sustainability and sourcing claim verification
- Standardized data exchange – Built on GS1-EPCIS and GDST-compatible standards ensuring consistent verification across the entire tuna supply chain
This comprehensive approach transforms simple processing-location labels into detailed, verifiable product stories that include actual catch locations, vessel information, and compliance documentation. Companies using this level of traceability can provide customers with audit-ready documentation that regulatory authorities and supply chain partners can access, turning every product code into proof of authentic, sustainable sourcing that goes far beyond basic country-of-origin labeling.
