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Canada: This Fish

What is at issue:

Thisfish is committed to helping you make more informed choices about the authenticity, quality and sustainability of the seafood you eat, while promoting the folks who proudly stand behind their catch. We want to make the seafood business more transparent and reward those who responsibly harvest and handle your catch. We believe there shouldn’t be anything fishy about eating seafood.

What's happening now:

ThisFish Wins Global Startup Competition at Fish 2.0 Finals in Silicon Valley

ALO ALTO, CA, November 8, 2017 — Fish 2.0 closed out its 2017 Innovation Forum by awarding cash prizes to the eight seafood ventures earning the highest scores in this year’s Fish 2.0 business competition. The winners are simplifying supply chains while increasing income for fishers and farmers, bringing to market creative approaches to aquaculture production and traceability, and getting consumers excited about seafood.

ThisFish (Transparency and Traceability) a Vancouver, B.C., company whose traceability software helps seafood enterprises around the world record key supply chain data and improve business efficiency. Judges were impressed by the company’s customer rollout plan and its clarity about its targets in the value chain.

The winners

What we have achieved:

The Fish Harvester

Each fisher harvester is pre-assigned a series of sequential numerical codes. Upon unloading of catch, each individual fish or batch of fish is tagged with a numerical code. The harvester, or a harvester-approved third party, will upload those codes to their personal profile on the Thisfish website. Traceability information including where the fish was caught, the date it was unloaded, the species, the vessel it was caught on, and the fishery will also be included. This information can be correlated to landing slips or other official documentation. Now this data is linked to the code and will follow that fish or batch of fish throughout the supply chain. The number of fish harvesters involved in Thisfish has increased dramatically in the past year and a half; the number has tripled from 60 fish harvesters in February 2010 to 299harvesters as of October 2011.

The Fish Processor, Wholesaler, Distributer

Fish brokers, processors, wholesalers and distributors can choose to become part of the chain as well, and there has been growing interest from a number of new seafood businesses in the past twenty months. There are a multitude of benefits that seafood businesses can garner from joining the program, such as cost-effective advertising; however, the biggest push has come from consumers and retailers. The public is hungry for high quality, sustainable, traceable seafood.

Retail, Restaurant

Retailers and restaurants have become increasingly more involved in Thisfish over the past twenty months. Sobeys and Thrifty Foods have embraced the concept and have created a business plan around selling only Thisfish traceable seafood. This has manifested in a huge commercial demand for traceable product from those fishermen involved in the program.

More restaurants and chefs have gotten involved in the program as well. Vancouver now has eleven restaurants featuring Thisfish seafood, with Toronto following close behind with nine. Chef Rob Clarke of C Restaurant in Vancouver regularly uses Thisfish seafood and has starred in a number of Thisfish informational videos. 


Consumers are the last stop in the supply chain. At the grocery store, consumers can receive the codes associated with product either directly from the clerk at the fish counter for fresh product, or on the packaging itself if they purchasing from the frozen food department. The consumer can either take that code home and look it up on our website or they can use their smart phone and access the information before they buy the product at the grocery store. This last option allows the consumer to make purchasing decisions based on up-to-date information about the fishery the product came from.

Website and Social Networking

If a fisherman, processor, retailer or a restaurant would like to be involved with Thisfish, the first step is to register with the program. At that point the user will create their profile on the website. This profile allows the user to upload video and photos, include links to different websites, and add user information and a public greeting. Thisfish has also branched into the social networking tool, Facebook. Fans of the program can “like” the page and receive updates about the program.

Mobile Application

The mobile application for Thisfish was launched in mid-October, 2011. Consumers are now able to trace seafood products at the grocery store before they buy or at the restaurant before they order a dish. The smart phone application will work on iPhones, Blackberries, Androids and any other smart phone that will support a web browser. We are currently researching quick response, or QR codes, and their applicability to Thisfish.

Die Abbildung erläutert die einzelnen Teilschritte vom Fischfang über den Handel bis zum Konsumenten.
The steps from fish harvester and fish processor to retailer and consumer
On the public side, a consumer can trace a code and find out information about the fish, the fisherman, the fishery, recipes, seafood shelf lives, and program details
On the public side, a consumer can trace a code and find out information about the fish, the fisherman, the fishery, recipes, seafood shelf lives, and program details

More information:

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