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Technology Advances Traceability – Video Following the North Sea Haddock from Sea to Plate Promotes Traceability and Sustainability

“The journey of the haddock is quite important to me. I want the customer to understand… the provenance of all the ingredients. I want to let them to see a sustainable fish being caught, handled, landed, sold at market, processed, delivered… When people feel a part of the journey, I think that’s important.” – Calum Richardson, from Sea to Plate.

Traceability is a necessary element to many of us, especially seafood lovers. We often face a barrage of information on what is sustainable and what is not, what is laden with contaminants and what is healthy for us. What if each step was laid out for all the world to see – from the moment a fish is caught, all the way through until it lands on our plates?

A group in Scotland has seized an opportunity to use technology for the promotion of their product and to bring traceability right to the consumer’s doorstep. They have created an invaluable educational tool that outlines the steps of the fishery for the Scottish North Sea haddock from Sea to Plate. The viewer is pulled in for an intimate experience that gives the fishery personality and charisma, creating a bond of trust with the product.

Education, Technology, and Traceability

The fishery for the Scottish North Sea haddock, the most valuable whitefish caught by Scottish Fisheries, pulled in over $40 million last year. It is also the first fishery of it’s kind in the North Sea to receive the prestigious certification as a sustainable fishery by the Marine Stewardship Council. The fishermen certainly have quite a bit to boast about – and they haven’t been shy in doing just that. Achieving a sustainable certification was not enough for them; they took their product to the next level, offering the consumer an in-depth first-hand experience of the voyage of the North Sea haddock from the nets of the fishing boats to a restaurant where it is served.

The Scottish Whitefish Producers’ Association (SWFPA) has created a video that outlines the journey of the haddock from the ocean to our plates, highlighting the sustainability and high quality of the catch. This video, titled Sea to Plate, offers the viewer the unique perspective of the fish. Viewers are literally able to hitch a ride on the fins of the catch, not just watching, but you participating. We see the nets being pulled in, the processing of the fish, the journey from port to restaurant, into the fryer and the oven, then finally the placement of the fish into a cardboard box, ready to be enjoyed.

The power of this video is that it allows the consumer to believe in the traceability of the product. We feel connected to the process. It is hard not to see how much care goes into each fillet, the consideration behind every bite. The viewer becomes aware of the expertise of the fishermen. We see the freshness and the cleanliness of the operation along every step. A distant concept of sustainable industry is turned into a passionate fishery with a face and character. The message is brief, concise, and unwavering – “our product is the best and here’s why.”

Consumers so often worry over the origination of their beloved fish and shellfish. They are told that a product is high quality and fresh, but it is a brilliant idea to show them, convince them of this concept. Using technology to create media such as this film instills confidence in consumers that what they are buying is amazing. It fosters trust in the company, ensuring that the customer will return for more.


Everyone has been told the benefits of sustainability and why it is good for both the environment and our bodies. However, it is vital to form a connection with such a concept. If the consumer is able to see every step of the process and understand the value behind the sustainable label, they will be more likely to return to the same product over and over. They will develop an awareness of other companies that carry the same label. This is one small, local fishery with a short powerful video, but that video has the ability to advertise for the entire industry of sustainable fishing.

Businesses are using videos more and more to promote their products. Visual media is engaging and persuasive, illustrating the story behind their merchandise. The field of video marketing is growing tremendously and there is huge potential to grow more. It is inspiring to see such a small, even obscure, fishery jump into the world of video marketing and attempt to make a name for itself.

Providing visual traceability 

All sustainable fisheries would benefit from being promoted in this way. Being able to provide visual evidence of traceability – along with a human touch – is invaluable, especially with seafood. Support sustainable fisheries today with products from Pucci Foods.

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