‘How does it work?’ offers an explanation of interesting MarTech tools in practice. Here we look at how Mowi, the world’s largest producer of Atlantic salmon, partnered with Evrythng to provide end-to-end supply chain visibility and 100% transparency into each salmon’s journey upstream and all the way to your house.
Between the lack of transparency around farmed fish and the documented use of excessive chemicals, pesticides, and antibiotics — which contaminate our food and our environment – Mowi made the strategic decision to be proactive and head-off any consumer concerns or questions about the where it’s fish came from and how it was farmed.
A recent study from the Food Manufacturers Institute, in partnership with Label Insight, showed a dramatic increase in the value consumers place in brand transparency. More than 93% of consumers say it’s important for brands and manufacturers to provide provenance data for food. And that’s not the most interesting part – what’s pivotal for brands is that 74% of consumers say they’d switch to a brand that provides more in-depth product information, beyond what is on the physical label. The challenge is how to do it.