Supermarket Perimeter - April 2021 - 61

DEMAND FOR SEAFOOD AT THE RETAIL GROCERY LEVEL has
soared during the pandemic, as stay-at-home chefs desperate for
variety realize that they really can cook fish at home -it's not a
restaurant-only proposition.
That increase in demand has shown a spotlight on three
aspects of the seafood industry that are closely related: food
safety, traceability and transparency.
All three are at the top of the agenda for the seafood
industry in Norway, said Anne-Kristine Øen, US director of the
Norwegian Seafood Council.
It's hard to talk about one, she said, without bringing in
the others.
" The topics are strongly interconnected in the sense that the
consumer is increasingly aware of the origin of the food on their
plate, and they want to be able to find out its journey and origin
story. Consumers depend on trustworthy and easily accessible
sources of information. "
The Norwegian seafood industry, many of whose products wind up
in US grocery stores, enjoy the support of strong systems that secure
tight control quality and safety, Øen said. The Norwegian system for
catch information, the internal control systems and HACCP plans for the
various production plants all provide details on the fish, its journey and
the sustainability efforts that were in place to raise and catch the fish.
" Together, with the overall food safety system and Norway's
harmonization with the EU through the EEA Agreement, this provides
for excellent traceability through the value chain of Norwegian
seafood, " Øen said.

Worldwide coverage

IDENTIGEN

The DNA Traceback platform from IdentiGEN, whose North American
headquarters are in Lawrence, Kan., provides transparency to both
retailers and consumers, assuring them that what they are buying is
sourced from approved farms and meets the highest standards and
production practices, said Kent Partida, senior vice president.
One of IdentiGEN's customers, The Seafresh Group, has recently
expanded its use of DNA Traceback to trace shrimp from Vietnam and
Thailand that is marketed in North America and Europe.
DNA Traceback, Partida said, offers traceability solutions at the scale
and accuracy required by the seafood industry through a network
of laboratories around the globe. Global retailers, processors and
aquaculture clients use the platform to verify the exact farm of origin
of seafood products with accuracy, even if the product has been
processed or cooked.
" The level of traceability and transparency helps the aquaculture
industry strengthen its reputation for sustainability and reassures
customers that products have been ethically and sustainability
produced, " he said.
IdentiGEN's success, Partida added, is driven by the company's unique
combination of science, technology and insights-driven solutions.
Now a part of Merck Animal Health Intelligence, an operating unit
of Merck Animal Health, IdentiGEN now has the potential to integrate
objective animal metrics into its traceability offerings.
The number of seafood shoppers who are focused on sustainability,
Partida said, continues to increase. According to a recent FMI - The

41%

of consumers
call themselves
" sustainably
focused "

Food Industry Association report, the number of seafood shoppers who
are sustainably focused increased from 29% in 2020 to 41% in 2021.
" Using DNA Traceback, companies have scientific assurance on
the origin and quality of seafood processed even through numerous
manufacturing sites, " Partida said. " DNA Traceback provides
transparency to both retailers and consumers and assures them that
they are buying seafood sourced from approved farms and meets the
high standards set by retailers. "
According to a recent Nielsen survey, shoppers want to understand
the supply chain, with complete transparency from farm to factory
to distribution, and they want details of the measures being taken to
assure their safety, Partida said. The same survey reported that 73% of
consumers feel more positively about companies that are transparent
about where and how products were made, raised or grown.
And according to research undertaken by The Harman Group, twothirds of customers want to have a positive impact on the environment
through their everyday actions, a key reason why 32% of customers
choose to buy sustainably-sourced products.

COVID's impact
The Norwegian Seafood Council is currently working on comments
for the US Food and Drug Administration's proposed traceability rule.
To Norwegian seafood exporters, it's crucial, Øen said, that existing
documentation and systems already in place be used as a basis for new
traceability requirements.
" This will, in our view, strike a balance between the need for
information on the one hand and the avoidance of increased
administrative burdens on the other. "
COVID's impact on the importance of food safety and traceability in
the seafood industry has been significant. As one example, Øen said,
many more consumers have become comfortable using QR codes to

supermarketperimeter.com

APRIL 2021 - 61


http://www.supermarketperimeter.com

Supermarket Perimeter - April 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2021

Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 2
Supermarket Perimeter - April 2021 - 3
Supermarket Perimeter - April 2021 - 4
Supermarket Perimeter - April 2021 - 5
Supermarket Perimeter - April 2021 - 6
Supermarket Perimeter - April 2021 - 7
Supermarket Perimeter - April 2021 - 8
Supermarket Perimeter - April 2021 - 9
Supermarket Perimeter - April 2021 - 10
Supermarket Perimeter - April 2021 - 11
Supermarket Perimeter - April 2021 - 12
Supermarket Perimeter - April 2021 - 13
Supermarket Perimeter - April 2021 - 14
Supermarket Perimeter - April 2021 - 15
Supermarket Perimeter - April 2021 - 16
Supermarket Perimeter - April 2021 - 17
Supermarket Perimeter - April 2021 - 18
Supermarket Perimeter - April 2021 - 19
Supermarket Perimeter - April 2021 - 20
Supermarket Perimeter - April 2021 - 21
Supermarket Perimeter - April 2021 - 22
Supermarket Perimeter - April 2021 - 23
Supermarket Perimeter - April 2021 - 24
Supermarket Perimeter - April 2021 - 25
Supermarket Perimeter - April 2021 - 26
Supermarket Perimeter - April 2021 - 27
Supermarket Perimeter - April 2021 - 28
Supermarket Perimeter - April 2021 - 29
Supermarket Perimeter - April 2021 - 30
Supermarket Perimeter - April 2021 - 31
Supermarket Perimeter - April 2021 - 32
Supermarket Perimeter - April 2021 - 33
Supermarket Perimeter - April 2021 - 34
Supermarket Perimeter - April 2021 - 35
Supermarket Perimeter - April 2021 - 36
Supermarket Perimeter - April 2021 - 37
Supermarket Perimeter - April 2021 - 38
Supermarket Perimeter - April 2021 - 39
Supermarket Perimeter - April 2021 - 40
Supermarket Perimeter - April 2021 - 41
Supermarket Perimeter - April 2021 - 42
Supermarket Perimeter - April 2021 - 43
Supermarket Perimeter - April 2021 - 44
Supermarket Perimeter - April 2021 - 45
Supermarket Perimeter - April 2021 - 46
Supermarket Perimeter - April 2021 - 47
Supermarket Perimeter - April 2021 - 48
Supermarket Perimeter - April 2021 - 49
Supermarket Perimeter - April 2021 - 50
Supermarket Perimeter - April 2021 - 51
Supermarket Perimeter - April 2021 - 52
Supermarket Perimeter - April 2021 - 53
Supermarket Perimeter - April 2021 - 54
Supermarket Perimeter - April 2021 - 55
Supermarket Perimeter - April 2021 - 56
Supermarket Perimeter - April 2021 - 57
Supermarket Perimeter - April 2021 - 58
Supermarket Perimeter - April 2021 - 59
Supermarket Perimeter - April 2021 - 60
Supermarket Perimeter - April 2021 - 61
Supermarket Perimeter - April 2021 - 62
Supermarket Perimeter - April 2021 - 63
Supermarket Perimeter - April 2021 - 64
Supermarket Perimeter - April 2021 - 65
Supermarket Perimeter - April 2021 - 66
Supermarket Perimeter - April 2021 - 67
Supermarket Perimeter - April 2021 - 68
Supermarket Perimeter - April 2021 - 69
Supermarket Perimeter - April 2021 - 70
Supermarket Perimeter - April 2021 - 71
Supermarket Perimeter - April 2021 - 72
Supermarket Perimeter - April 2021 - 73
Supermarket Perimeter - April 2021 - 74
Supermarket Perimeter - April 2021 - 75
Supermarket Perimeter - April 2021 - 76
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com