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We didn't set out to build a platform. We set out to trace the full tuna supply chain.
Everything that follows came from solving that problem in one of the most demanding supply chains in seafood — nearly 300 vessels, transshipments, and buyers on every continent asking to see the evidence.
Where we come from
Working infrastructure, not a product concept
SmarTuna grew out of Pacifical and the traceability system behind the world’s largest MSC-certified purse-seine tuna fishery — built not as a product concept, but as working infrastructure for one of the most demanding supply chains in seafood: nearly 300 fishing and carrier vessels across remote Pacific waters, transshipments, dozens of processors worldwide, and buyers on every continent asking to see the evidence.
Solving traceability there meant solving it properly. Data had to come from the source — satellite tracking, catch records, discharge volumes — because in the middle of the ocean, paperwork alone proves nothing. The chain had to hold through every transfer and transformation, because certification lost along the way is value lost. And it had to work for everyone in the chain, from a vessel crew to a global retailer, or it wouldn’t work at all.
That system became SmarTuna. Today it serves the full seafood supply chain — wild catch and aquaculture, every ocean, every major method — carrying verified data from the water to the code on the pack.
Track record
Fifteen years in the making
The dates tell the story better than adjectives can — traceability work that started before most of the industry knew it would need it, building on consumer-facing tracing that goes back to 2008.
2010
Pacifical founded, a joint venture with the eight Pacific Island nations of the PNA.
2011
The world’s first MSC-certified purse-seine tuna fishery launches.
2013
Chain-of-custody traceability system built for the PNA MSC certification, covering over half a million tonnes of certified skipjack raw material.
2015
First external traceability sites developed.
2017
Blockchain pilot with Ethereum.
2020
More than a billion traced consumer units, with verified data shared to over 180 end-of-chain partners over the system’s first decade.
2022
Passed the GDST interoperability test.
2024
SmarTuna launches, covering the entire Pacific Ocean.
Today
Extending across seafood: wild catch and aquaculture, every ocean, from the water to the shelf.
Principles
What we believe
Verified beats asserted.
A supply chain built on documents passed from hand to hand is a supply chain built on trust in paperwork. We build the record from observed data — where the vessel went, what was caught, what was discharged — so every claim that follows rests on evidence our partners trust.
A chain is only as strong as where it starts.
Traceability that begins at the first processing document has already lost the origin. Ours begins at the vessel and the farm, and stays unbroken to the shelf — because the full chain is the point, and the start is what makes it trustworthy.
Honesty includes the gaps.
Satellite coverage drops. Records arrive incomplete. We show that plainly rather than smoothing it over, because a visible gap is information — and a suspiciously perfect record convinces no one who matters.
Transparency shouldn’t belong only to the biggest.
Most of the seafood industry is small and mid-sized operations, and compliance done badly lands hardest on them. We build so that verified sourcing is reachable for the operators who feel the burden most — not a barrier only the largest can clear.
Your data is yours.
We record on open standards — GS1-EPCIS, fully GDST-compatible — so what you build with us stays portable, readable, and under your control. You decide what each partner sees. A chain of custody you can’t take with you isn’t much of an asset, and trust you have to surrender your business to earn isn’t trust.
Who we work with
Different seats, different questions
Fishing companies
Turning their trips into verified, sellable origin.
Aquaculture producers
Held to the same standard as wild catch.
Processors
Reconciling every kilo from discharge to finished case.
Governments
Who share monitoring data.
Traders
Whose deals move faster than paperwork ever did.
Importers
Who need consignments to clear the first time.
Brands and retailers
Whose names are on the pack — and who answer for everything behind it.
One verified record answering all of them.
Where we're going
Transparency as how seafood works
The seafood sector is moving — measurably, unevenly, but unmistakably — toward a market where sourcing claims are expected to be demonstrable: to regulators, to buyers, and to anyone scanning a code on a shelf. We think that's good for the ocean, good for the people who work on it, and good for every business that's been doing things right without the means to show it.
Our part is the infrastructure: making the verified chain the easy path instead of the expensive one, so transparency stops being a differentiator and becomes simply how seafood works.
See a real chain, end to end.
We'll walk you through the platform on live data — from the vessel at sea to the code on the can — and talk through how it applies to your own sourcing.