A tuna digital product passport is a digital record linked to a specific product that tells the verified story of that tuna from catch to shelf. Consumers, buyers, and regulators can access it via a traceability code on the packaging. It contains origin data, fishing method details, sustainability certifications, and supply chain events — all backed by verifiable documentation rather than unsubstantiated label claims.
Vague sustainability labels are eroding buyer confidence faster than you might expect
When a tuna can says “sustainably sourced” but offers no verifiable proof, buyers and retail partners increasingly treat that claim with skepticism. Some major retailers now require documented evidence before listing products. The fix is to move away from label-level claims toward product-level proof — meaning each batch carries its own verified data trail that any stakeholder can inspect at any point in the supply chain.
Starting traceability at the processing stage may be leaving your supply chain exposed
Most traceability systems capture data after the fish has already been processed, leaving the most risk-prone part of the journey — at sea and at port discharge — largely undocumented. That gap could expose companies to mislabeling risks, IUU contamination, and regulatory noncompliance. Closing it means capturing data at the first mile, before processing begins, so every downstream record is built on a verified foundation.
What is a tuna digital product passport?
A tuna digital product passport is a structured digital record assigned to a specific product or batch that documents its complete supply chain journey. It links verified data about catch origin, fishing vessel, fishing method, sustainability certifications, and handling events to a unique product identifier that stakeholders can query at any point.
Unlike a paper certificate or static label, a digital product passport is dynamic and queryable. Each passport connects to underlying data sources — vessel tracking records, certification databases, audit documents — so the information reflects actual, verified events rather than self-reported claims. The EU’s push toward product-level transparency has increased interest in standardized digital passports for food products, including seafood.
What information does a tuna digital product passport contain?
A tuna digital product passport typically contains catch origin data, vessel name and registration, fishing method, FAO zone or geographic coordinates, sustainability certifications, processing facility details, and key supply chain events. A well-constructed passport covers, at minimum:
- Species identification and catch date
- Vessel identifier and flag state
- Fishing method and gear type
- Geographic origin, including FAO zone
- Port of landing and discharge volumes
- Sustainability certifications such as MSC Chain of Custody
- Processing facility and country of processing
- Social accountability evidence, such as crew welfare audits
- Regulatory compliance status against RFMO registries and IUU blacklists
More advanced passports also link to documentary evidence — scanned catch documents, certification IDs, observer reports — so each data point is traceable to a source rather than entered as a free-text declaration.
How does a tuna digital product passport work from catch to shelf?
A tuna digital product passport is built progressively as the product moves through the supply chain. Data capture begins at sea, continues at port discharge, and accumulates through processing and packaging until the final product is linked to a scannable code on the shelf.
- At sea: Satellite-based VMS and AIS record vessel location, fishing activity, and catch events in real time.
- At port discharge: A unique Raw Material ID is assigned to the batch, linking it to vessel data, catch conditions, and applicable certifications.
- Through processing: The batch ID travels with the product through cutting, canning, or other stages, with volume reconciliation and facility records added.
- At packaging: The product receives a consumer-facing traceability code or barcode connecting to the accumulated supply chain record.
- At retail: The shelf product carries a code linking back to the full passport, accessible to consumers, buyers, and auditors.
Passports built from first-mile data carry significantly more verifiable weight than those assembled from post-processing documents, because the most critical events are independently verified rather than self-reported.
How do consumers access a tuna digital product passport?
Consumers access a tuna digital product passport by using a traceability code on the product packaging. The code links to a web-based interface displaying the product’s origin, fishing method, sustainability certifications, and supply chain journey — no app download required. Some brands display only key facts; others offer a more detailed view. The underlying data remains the same regardless of how much is surfaced publicly.
Why do tuna brands and retailers need a digital product passport?
Tuna brands and retailers need a digital product passport to substantiate sustainability claims with verifiable evidence, reduce exposure to mislabeling and IUU-related risks, and meet growing regulatory and buyer requirements. A passport transforms a label claim into documented proof.
Regulatory pressure is a significant driver. The EU and USA have strengthened import documentation requirements, with some authorities now requiring catch documentation traceable to the vessel level. Buyer requirements are also shifting — retailers and foodservice operators increasingly ask suppliers to demonstrate traceability capabilities as part of sourcing criteria. A digital product passport provides that evidence in an auditable, instantly accessible format.
Beyond compliance, there is a reputational dimension. Brands that have faced scrutiny over sourcing claims could have mitigated that risk with verifiable, batch-level documentation. A digital product passport makes it significantly harder for unverified product to enter the supply chain undetected.
What’s the difference between a digital product passport and a sustainability label?
A sustainability label is a static certification mark signaling a product met certain standards at the time of certification. A digital product passport is a dynamic, batch-level record linking the specific product to the verified data behind those claims. The label tells you a standard was met; the passport shows you the evidence.
Labels such as MSC or ASC indicate a fishery or supply chain has been independently audited, but they apply at the certification level — not the individual batch level. A digital product passport connects a specific tin or pouch to a specific catch event, vessel record, and set of compliance checks. The two are complementary: a passport can incorporate certification data as one of many verified layers, giving both more credibility together than either carries separately.
What standards must a tuna digital product passport meet?
A tuna digital product passport should align with GS1 EPCIS standards for data structure and the Global Dialogue on Seafood Traceability (GDST) framework for data content and interoperability. GS1 EPCIS defines how supply chain events are structured and exchanged, enabling compatibility with ERP systems, inventory platforms, and regulatory reporting tools. The GDST framework adds seafood-specific requirements, including vessel-level data at the first mile, and specifies how data should be shared across partners. Aligning with both also makes it easier to satisfy regulatory requirements such as the EU’s catch documentation rules and the US Seafood Import Monitoring Program (SIMP).
How SmarTuna helps with tuna digital product passports
SmarTuna provides a digital traceability and verification platform supporting the full digital product passport lifecycle — from first-mile data capture to consumer-facing traceability code access. Built on GS1 EPCIS and fully GDST-compatible, the platform:
- Captures real-time vessel activity via satellite VMS and AIS, starting passport data with independently verified catch events
- Assigns a unique Raw Material ID at port discharge, linking origin and verification criteria to each batch before processing begins
- Automatically checks data against 15+ regulatory and certification databases, including RFMO registries, ISSF PVR, MSC Chain of Custody, and IUU blacklists
- Stores all verification documents digitally per batch for instant audit-ready access
- Integrates social compliance evidence, including crew welfare audits, directly into each batch’s traceability record
- Supports consumer-accessible digital product passports via traceability code
To see how SmarTuna builds verifiable digital product passports for tuna supply chains, explore the SmarTuna solutions to find out what the platform can do for your business.