Is there a way to scan my tuna and see its full journey?

Yes, you can scan a tuna product and see its full journey, provided the brand or retailer has implemented a Digital Product Passport (DPP) for tuna. A product code on the packaging links to a verified digital record that may include where and when the fish was caught, which vessel caught it, the fishing method used, certifications held, and how the product moved through the supply chain to reach the shelf.

Most tuna labels tell you almost nothing about where the fish actually came from

A country-of-origin label or sustainability certification logo may look reassuring, but neither tells you which vessel caught the fish, in which ocean zone, or under what conditions. When traceability data is collected manually and only after processing begins, critical information often gets lost or averaged across batches. That gap means a product could carry a credible-sounding label while the underlying sourcing data is incomplete or unverifiable. The fix is first-mile data capture, where vessel activity, catch location, and batch identity are recorded digitally from the moment the fish comes aboard, creating a record that follows the product all the way to the shelf.

Sustainability claims without verified data behind them could expose your brand to serious risk

Regulators in the EU and US are tightening requirements around seafood sourcing documentation, and retailers increasingly demand proof rather than promises. If a brand makes a sustainability claim that cannot be backed by auditable, real-time data, it could face reputational damage, retailer delisting, or regulatory scrutiny. The practical response is to move from document-based claims to verified digital records, where every certification, vessel registration, and catch event is linked to a specific batch and available for review at any point in the supply chain.

Can you really scan tuna to see where it came from?

You can scan tuna to see its origin if the product carries a product code linked to a Digital Product Passport. The DPP may display the vessel name, catch location, fishing method, ocean zone, and certifications associated with that specific batch. Products using first-mile traceability—data captured at sea rather than only at processing—tend to provide the most complete picture. When a unique Raw Material ID is assigned at port discharge and linked to satellite vessel tracking data, every downstream product code can be traced back to a specific catch event with verifiable evidence attached.

Not all product codes on seafood packaging lead to this level of detail. Some link to general brand pages or basic species information. A genuine Digital Product Passport for tuna should include verifiable sourcing data, not just marketing content.

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What information does a tuna product’s digital record contain?

A tuna product’s digital record may contain vessel identity, catch date and location, fishing method, ocean zone, species confirmation, certifications such as MSC Chain of Custody, social compliance indicators, and logistical data covering the product’s journey from port to shelf. Platforms that start tracking at the first mile can include at-sea data captured via satellite VMS and AIS systems, covering vessel movement, transshipment records, port discharge volumes, and checks against IUU blacklists or RFMO registries. Social compliance documentation, such as crew welfare audits under the FISH Standard for Crew or SMETA, may also be attached. At the processing and logistics stages, the record expands to include facility certifications, container tracking, and regulatory documentation such as EU Catch Certificates or US SIMP forms.

How does tuna traceability work from ocean to shelf?

Tuna traceability works by capturing and linking data at each stage of the supply chain, starting at sea. The process follows this sequence:

At sea: Satellite VMS and AIS systems record vessel location, movement, and fishing activity in real time.
At port discharge: A unique Raw Material ID is assigned to each batch, linking it to origin, composition, and verification criteria before processing begins.
At processing: Facility certifications, discharge volumes, and regulatory documents are attached to the batch record.
In logistics: Container tracking follows the shipment from port to destination, with regulatory forms such as EU Catch Certificates or US SIMP completed along the way.
At retail: A product code on the product connects consumers or auditors to the full digital record, which may include a Digital Product Passport.

Systems that begin at processing rather than at sea miss the most important verification window: the moment the fish is caught and its origin can still be independently confirmed.

What’s the difference between verified and unverified sustainability claims?

A verified sustainability claim is backed by auditable, real-time data linked to a specific batch, vessel, or product code. An unverified claim relies on manual documentation or general supplier assurances that cannot be independently confirmed. Unverified claims often depend on paper certificates or spot-check audits that do not cover every shipment—approaches that are increasingly insufficient under EU and US regulatory frameworks. Verified claims are supported by cross-checks against RFMO vessel registries, IUU blacklists, MSC Chain of Custody records, and ISSF Participating Vessel Registers, making them defensible under scrutiny.

How can tuna traceability help detect illegal or forced-labor fishing?

Tuna traceability platforms can help detect illegal or forced-labor fishing by combining satellite vessel monitoring with automated checks against IUU blacklists, RFMO registries, and social compliance databases. Satellite AIS and VMS data can reveal whether a vessel operated in authorized zones, engaged in unregistered transshipment, or exhibited movement patterns associated with IUU fishing. On the labor side, certifications such as the FISH Standard for Crew, SMETA audits, and observer reports can be attached to each batch’s digital record, providing evidence of crew welfare conditions linked to a specific vessel and catch event.

Who should be using tuna traceability platforms and why?

Fishing companies, traders, processors, brands, and retailers that handle tuna products all benefit from digital traceability. Fishing companies demonstrate legal compliance and sustainability credentials to buyers. Traders and processors reduce exposure to IUU catch or forced-labor-linked products. Brands gain the ability to make verifiable sustainability claims rather than relying on supplier assurances. Retailers operating in markets with strong regulatory requirements, such as the EU or US, reduce audit burden and strengthen sourcing commitments. A scannable product with a genuine Digital Product Passport may also serve as a meaningful point of differentiation on shelf.

What standards should a seafood traceability platform meet?

A seafood traceability platform should be compatible with GDST (Global Dialogue on Seafood Traceability) standards and built on GS1 EPCIS for consistent, interoperable data exchange. It should also support regulatory documentation requirements across major markets, including EU Catch Certificates and US SIMP and FSMA forms. Beyond technical standards, a platform should automate checks against MSC and ASC Chain of Custody records, RFMO vessel registries, ISSF Participating Vessel Registers, and IUU blacklists. Manual verification against these sources is slow and prone to gaps; automated, real-time checks reduce the risk of non-compliant product moving through the supply chain undetected.

How SmarTuna helps with tuna Digital Product Passports and verified traceability

SmarTuna provides a digital traceability and verification platform that captures supply chain data from the first mile, starting the moment a fishing trip begins. Developed by Pacifical—the team behind the traceability system used by the world’s largest MSC-certified purse-seine tuna fishery—it operates across all oceans, tuna species, and major fishing methods.

Here is what the platform delivers for supply chain stakeholders:

Real-time vessel tracking via satellite VMS and AIS, with automated checks against 15+ regulatory and certification databases
Unique Raw Material IDs assigned at port discharge, linking origin, composition, and verification criteria before processing begins
Digital storage of all verification documents per batch, including social compliance certifications and labor-rights evidence
Support for Digital Product Passports accessible via product code, giving buyers, retailers, and consumers verifiable access to the product’s full journey
Automated completion of EU Catch Certificates, US SIMP, and FSMA forms to reduce administrative burden
Full GDST compatibility and GS1 EPCIS integration for standardized data exchange with supply chain partners

If your business handles tuna and needs to move from unverified claims to auditable proof, explore SmarTuna’s traceability solutions to see how first-mile data capture could work for your supply chain.