For example, consumers can use a QR code on the new packaging line to see the origin of the tuna on a new digital platform.
The new platform, called checkjevis.nl, uses innovative blockchain technology to provide insight into the journey of a can of tuna. QR codes on the new packaging line will give consumers access to the story behind the products. The digital platform is designed in such a way that consumers can easily and transparently map the environmental and social impact of products.
Menno Bax, marketing director for Princes Europe: ‘We are the market leader * when it comes to the volume of MSC-certified canned fish in the Netherlands. Our customers must be able to trust that our products have been produced with care. Blockchain is a great technology that provides insight into the chain, so that consumers can enjoy our fish without any worries. ‘
The new packaging with the QR code will be in the shops from October, with Princes starting with the tuna products. The other fish species also follow.
Responsible food, with an eye for people and the environment
The initiative is part of a wider rollout within the Princes Group. In collaboration with Provenance – a leading transparency platform that uses blockchain, mobile and public data – Princes Group wants to provide insight into the supply chain for its brands. Bax: “Our new partnership with Provenance enables us to tell our story clearly and easily. The use of blockchain is therefore becoming increasingly important within the group, for example also with our Napolina tomato brand and the private labels of strategic partners ”.
Jessi Baker, founder & CEO of Provenance: “The growth around sustainable and ethical products is driving changes in the supply chains. Brands must be able to provide concrete evidence that they are taking impactful actions. This partnership with Princes is about sharing information transparently with shoppers in a consistent, credible way so that consumers can make an informed decision and rely on our food system. ‘ In addition to the new initiative, Princes recently introduced fully recyclable packaging for its multipacks of tuna pieces. The plastic sleeve around the packaging has been exchanged for an FSC-certified cardboard variant.
To explain the blockchain initiative, Princes is launching an animation video in collaboration with Edelman Amsterdam. The animation takes you into the world of Princes. The animation can be seen via the website and YouTube.
* Nielsen Food Open Market MAT P8, 2020
With a global delivery network and a portfolio of own-brand products, Princes is one of the largest food and beverage groups in the UK. The company specializes in purchasing and manufacturing quality products and as a leading international food supplier, millions of consumers across Europe buy our brands and products every day. Princes head office is located in Liverpool (UK). The growing presence on the European mainland is managed from the Netherlands. Princes has sales offices in Poland, France and Italy. Princes has a tuna processing facility in Mauritius. More information about Princess Tuna’s sustainability strategy can be found here. ‘