You answer for everything on your shelf.

Own-brand seafood carries your name, and branded lines carry your judgment in stocking them. When a claim is challenged — by a consumer, a campaign group or a regulator — the answer needs to be specific and it needs to be quick. SmarTuna gives you verified evidence behind the product, not assurances from the supplier who sold it to you.

See how it works

The response window

Scrutiny arrives without warning

A campaign report names a fishery. A journalist asks about a product line. A consumer emails or posts on social media about a can they bought last Tuesday. A regulator queries a claim printed on your packaging.

None of it comes with notice, and the response window is short. How it goes is determined by whether the evidence already exists in an accessible form — or whether it still has to be requested from suppliers, who request it from theirs, while the story develops.

For own-brand products especially, there’s no one else to point to. The claim is yours.

What SmarTuna does for you

Evidence behind every line you list

Backs the claims on your packaging.

Sustainability, legality and social claims carry defined evidence tied to the batch they cover — including worker-welfare and social-audit documentation, the area where retailer exposure has grown fastest.

See proof points & verification →

Traces any product to its source.

From a production lot code back to the trip, vessel or farm behind it, so a question about a specific pack has a specific answer.

See traceability & chain of custody →

Shows how a supplier is really performing.

Verified origin and current certification status across the products you list, so supplier assessment rests on evidence rather than on the questionnaire they filled in.

See vessel & farm monitoring →

Gives customers the story directly.

A Digital Product Passport opens from the lot code on the pack — vessel, method, catch region and the proof behind the claims.

See digital product passport →

Supplier assessment

Due diligence without the fire drill

Supplier assessments, sourcing reviews and category audits consume a great deal of time, most of it spent gathering rather than assessing — requesting documents, chasing non-responses, reconciling what arrives against what was asked for.

When your suppliers’ evidence is captured as product moves and attached to the batch or lot it covers, the work reduces to reviewing what’s already there. Your team spends its time on judgment calls rather than on collection.

Set a standard your suppliers can actually meet

Raising sourcing requirements only works if suppliers can comply. Ask for more documentation without changing how it’s produced, and you push cost onto the operations least able to absorb it. That tends to consolidate your supply chain rather than improve it.

Verified data captured at the source works differently: the evidence is generated once, as a by-product of operations, and shared with everyone who needs it. That makes a higher standard reachable for smaller suppliers too, instead of turning transparency into a barrier only large operations can clear.

Give customers a real answer

Shoppers increasingly want to know where seafood came from, and a certification logo doesn’t satisfy the ones who ask.

A code on the pack that opens the actual journey — the vessel, the method, the region, the proof — answers the question directly. And because it’s generated from the verified chain rather than a general story written by a marketing team, it’s an answer that holds up when someone checks it.

See the Digital Product Passport →

What this means for your business