White Fish

White Fish

White Fish

Increasing transparency in the white fish chain in Norway

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Caught, stored, transported… but is it really the fish you paid for?
Let’s dive into its journey, from the icy northern waters all the way to your kitchen

Norwegian white fish travels through one of the most complex supply chains in the food world: from fishing vessels and cold storage hubs to transport lines, processors, exporters and retailers.

In this long journey, things can go wrong.

Species can be substituted without detection. Documentation can break away from the actual product. Temperature mishandling can silently compromise quality and safety.

With 20% of seafood samples globally mislabelled and 35% transported at improper temperatures, both consumers and authorities struggle to trust what the label says, and producers risk losing market value when their premium fish is mixed with unverified batches.

The seafood sector needs a way to ensure that what was caught at sea is exactly what arrives in the store.

Watson solution

Watson brings clarity to a journey normally hidden under layers of logistics. It creates a secure, blockchain-backed traceability chain, linking every event in the fish’s travels.


Real-life scenarios where Watson works its magic

Tracing the catch to external storage

Information is captured on board the vessel and at every storage hand-off, giving each pallet a verified chain-of-custody visible through the Digital Food Product Passport (DFPP).

A premium, fully traceable product line

A dedicated "one-supplier" fish line shows consumers the entire journey from catch to processing, all revealed with a single scan.

Keeping authorities one step ahead

The Early Warning System (EWS) monitors vessel routes, fishing zones and environmental patterns, flagging anomalies so control authorities can intervene before problems escalate.

The story behind the data

Watson brings together data from across the entire voyage: vessel logs, AIS/GPS routes, temperature readings, pallet and batch IDs, storage records, processing lots, nutrition and label fields, and finally the consumer pack.

The DFPP ties all of these events into one continuous narrative, so when users scan the code, they see a transparent, verified history rather than scattered paperwork.


Who wins when Watson is in action
Food authorities

Receive targeted alerts and richer data to focus inspections where risks truly lie.

Catchers, processors and retailers

Gain a tamper-evident chain-of-custody that protects brand value, simplifies recalls and opens doors to premium markets.

Consumers

Can finally scan and verify the fish’s origin, handling conditions and production history. No guessing, no blind trust.

The result?
Fully traceable fish, from sea to plate

In the end, every fillet carries a story that can be checked, trusted and traced back to the exact waters where it began.

Watson turns the fish supply chain into a transparent, verifiable journey. One that protects honest fishers, strengthens market value and helps consumers choose with confidence.


LEAD PARTNER: SINTEF
More information

For further details, check out our Pilot Booklet: