THIS FISH

Our thinking is simple: we want to create the world’s most trusted seafood traceability system that empowers consumers and rewards producers.

An initiative of Ecotrust Canada and fishing industry partners, ThisFish is growing a community of like-minded folk dedicated to sustaining the rich traditions and culinary delights of the sea. The three pillars of our approach are to:

  • ensure an authentic, meaningful experience to consumers hungry for trusted information on the authenticity, quality and sustainability of their seafood;
  • provide real-time market intelligence and branding advantages for every business in the seafood supply chain from fishermen to fishmongers; and
  • Create an easy-to-use and low-cost traceability system that is accessible to small operators and rural fishermen

In developing our traceability system, ThisFish is committed to the following design principles:

  • Create a voluntary, consumer-focused system
  • Satisfy consumer demand
  • Ensure cost effectiveness
  • Provide real value to fish harvesters and seafood businesses
  • Meet regulatory requirements
  • Promote sustainable fisheries
  • Distribute costs and benefits fairly throughout supply chain; and
  • Promote collaboration and transparency in the supply chain