Called "Trace My Catch," the program is designed to provide consumers with a high level of transparency around Clover Leaf's sourcing and production processes
Markham, Ont.-based Clover Leaf Seafoods has introduced a new traceability program that will allow Canadians to trace all Clover Leaf tuna and salmon products from the ocean to their plates. Called “Trace My Catch,” the program is designed to provide consumers with an unprecedented level of transparency around the company’s sourcing and production processes, according to Clover Leaf.
Here’s how it works: every Clover Leaf tuna and salmon product now features a unique code that, when entered online at CloverLeaf.ca, provides detailed information for the fish in that specific can, pouch or cup. This includes the species of fish, fishing method, ocean of catch, vessel name(s) and flag(s), fishing trip dates and the location where the fish was processed.
“We know that today’s consumers want to know where their food is coming from,” explains Ron Schindler, president, Clover Leaf Seafoods. “Trace My Catch provides that information in incredible detail. The level of transparency that we’re offering is unique to our industry, and we couldn’t be more proud to be sharing this information with our customers.”
According to Clover Leaf, Trace My Catch collects information from more than 600 vessels in four oceans across the globe.
“At Clover Leaf, sustainability is at the heart of everything we do,” says Schindler. “We’ve been committed to sustainable and responsible fishery harvesting and management since our founding, and Trace My Catch is an exciting evolution in our sustainability story.”
Trace My Catch codes are available on products produced after January 2015. For consumers who don’t have a current traceable code but want to interact with the site and learn about the process, sample codes are being provided at CloverLeaf.ca.