MOWI: Seafood Industry’s First End-to-End Food Traceability Platform Powered By EVRYTHNG
Delivers Real-time Data Intelligence to Protect Brand Integrity and Create Direct-to-Consumer Experiences
LONDON & OSLO, May 22, 2019 – EVRYTHNG, the IoT platform that activates every consumer product to make it intelligent, interactive and trackable, and Mowi ASA, the world’s largest producer of Atlantic salmon, today launched the seafood industry’s first end-to-end food traceability platform to deliver full visibility into provenance of Mowi-branded salmon. Adding to the significance of this announcement, Mowi’s new platform — powered by EVRYTHNG — is also the industry’s first mass-scale application of the new GS1 Digital Link standard that upgrades the ubiquitous barcode to make every product smartphone-interactive and web-connected.
Consumers will find Mowi products with the new GS1 Digital Link codes on shelves initially in Poland this spring with plans to continue the global rollout through 2020.
“The trustability of the world’s food supply chain is a major question mark in the industry today,” said Ola Brattvoll, COO, Mowi. “Consumers want to understand how the food they consume is produced and where it comes from. Mowi is addressing this need by bringing greater transparency to the market. Think of it as we’re opening our ‘black box’ to consumers.”
Mowi’s innovative industry initiative is powered by EVRYTHNG Active Digital Identities (ADIs) and uses the new GS1 Digital Link standard to provide consumers direct access and visibility to item-specific product traceability information. Consumers now have full insight into how Mowi operates and cares for its salmon, including origination, farming activities and harvesting, simply by pointing their smartphone at the product item’s unique code.
“This announcement marks a huge milestone in the food industry,” said Niall Murphy, Co-founder and CEO, EVRYTHNG. “Consumers are seeking transparency, while brands are seeking visibility into the journeys of individual products from production to consumption. Linking EVRYTHNG ADIs and the new GS1 Digital Link standard to every product item, brands now have complete supply chain visibility and real-time data intelligence to protect brand integrity and create individualized direct-to-consumer experiences — all with one on-pack code per item to drive multiple applications.”
How It Works
EVRYTHNG collects data from different Mowi production and supply chain systems where the salmon are raised. This data is then harmonized and structured so that for every salmon produced, there is a single, searchable source of truth including detailed information like:
- Where and when the salmon/roe was hatched?
- What freshwater facility the salmon was in and how long it was there?
- What sea site the salmon was raised in?
- How the salmon was processed when harvested?
By integrating Mowi’s supply chain systems with its printing processes, every individual pack of salmon is now scannable by consumers. Consumers scan the QR code on the packaging with a smartphone camera to enter the world of farm-raised salmon — tracing the full lifecycle of the salmon.
“This is important for us strategically,” said Brattvoll. “With the help of EVRYTHNG we will be able to forge direct customer relationships to build trust and ultimately grow sales. Beyond supply chain traceability and being the only platform to deploy GS1 Digital Link globally, we anticipate the real-time engagement data and insights will help us learn about consumer behaviors so we can meet future needs.”
EVRYTHNG Active Digital Identities + GS1 Digital Link
EVRYTHNG co-chaired the GS1 standards development process that yielded GS1 Digital Link and is now the first platform to allow consumer product brands, like Mowi to utilize the codes at mass scale. The key words being mass scale. What’s more, the upgraded codes are scannable by any smartphone, meaning over two billion smartphones around the world can now connect with products to access and share information.
“It is exciting to see the first large industry deployment of the GS1 Digital Link standard in this very important area of the global food supply chain,” said Robert Beideman, Chief Solutions & Innovation Officer, GS1.
Read more about the partnership in our case study.
Mowi ASA is one of the largest seafood companies in the world and the world’s largest producer of Atlantic salmon. Mowi supplies healthy, delicious and sustainably farmed salmon and processed seafood to more than 70 markets worldwide. In 2018 harvest volumes of salmon were 375,237 tonnes (GWT). Mowi is listed on the Oslo Stock Exchange (OSE) and its shares also trade on the US OTC market.
EVRYTHNG is the market leading Internet of Things SaaS platform for consumer products, managing billions of unique digital identities in the cloud. Brands and their service providers work with EVRYTHNG to apply data science intelligence on an item-by-item basis, drive new digital applications, gain visibility into supply chains and engage with their customers. EVRYTHNG led the creation of the new GS1 industry standards that have upgraded the world’s barcodes and product tags to connect every product to the web.