Some 71% of seafood consumers say origin labeling influences their seafood purchasing, while governments worldwide are legislating for greater transparency across the supply chain, according to new research from the Norwegian Seafood Council (NSC).

These pressures are causing the seafood industry to re-evaluate how it can guarantee the provenance and sustainability of seafood. Fortunately, as technologies mature, the value chain is undergoing rapid digital transformation, and that has the potential to improve both environment and traceability, according to an in-depth analysis in the NSC's new insight series.

Detailing how technologies are transforming both efficiency and sustainability, the insight provides examples and analysis on how the seafood industry is adapting. From seafood harvesting to aquaculture, reducing waste to QR codes, it shows how technology is improving transparency, efficiency and customer experiences for seafood distributors, retailers, consumers and more.

The second in the NSC’s trends insight series, the article expands on key themes from the NSC’s latest trends report: "Oceans of Change: seafood trends from 2024." It also features exclusive data from the NSC’s most recent Deep Dive reports, which track the buying behaviour and changing attitudes of around 18,000 consumers across 17 different countries.

"One of the overarching themes that emerged from our 2024 trends report was the speed with which the industry is embracing digital. As one of the world’s largest seafood exporters, we're already seeing technologies being adopted here in Norway," said Lars Mokness, NSC global consumer analyst. "So we decided to do a deep dive on the key areas digital is transforming in the value chain. And we’ve provided several examples -- from Norway and other pioneering countries -- to highlight the dramatic impact they are having so far."