Marketing Transparency Tracking

How does it work? The tech behind Mowi’s trackable salmon


By Kenneth Hein | Global Director of Marketing

August 18, 2020 | 4 min read

‘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.

mowi salmon

Digital fish: one code tells you all you need to know about what you're eating.

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 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.

Marketer's pain point: The need to deliver on consumer demand for transparency into the products they purchase and the food they consume, through a simple consumer experience.

How it works: By pointing their phone at the product item’s unique code consumers can get full insight into how Mowi cares for its salmon, including origination, farming activities, and harvesting. Mowi linked every piece of salmon to the Evrythng Product Cloud with an “Active Digital Identity” on the web to trace the fish from “farm-to-fork.”

Proof point: Mowi not only offers supply chain traceability, but it also captures insights from consumers that inform its marketing programs and drives consumer experiences. Every item is an interface with its customers allowing them to opt-in to receive personalized content from Mowi post-purchase (e.g. recipes, coupons, important product information). “Beyond supply chain transparency, the real-time engagement data and insights help us learn about consumer behaviors so we can meet future needs,” said Ola Brattvoll, COO, Mowi. “With the help of Evrythng, we’re now able to forge direct customer relationships to build trust and ultimately grow sales.”

Top clients: Ralph Lauren, Moet Hennessy, Procter & Gamble, PUMA, Reckitt Benckiser, Mondelez, Unilever, ABinBev

Key facts: Evrythng is a World Economic Forum Technology Pioneer and a member of the World Economic Forum’s prestigious Global Innovators community. An originator of the technology adopted by GS1 to upgrade the global barcode standard to connect every consumer product to the web, it recently received Fast Company’s 2020 World Changing Ideas award. The company has raised $50M in capital and currently has 60 employees.

Competitors: IBM Foodtrust, Zappar, Scanbuy, OriginTrail, TalkingThings

Date founded: 2011

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