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WWF Blockchain Tuna Traceability

Sector: Primary sector · Industry: Fisheries · Organisation: ["WWF-Neuseeland","BCG Digital Ventures","OpenSC"] · Maturity level: Pilot

WWF New Zealand implemented a blockchain-based pilot project in 2018 to combat illegal fishing and ensure traceability of tuna from catch to consumer. The project uses RFID tags, QR codes, and ConsenSys' Viant Blockchain Traceability Tool to create immutable records of catch location, fishing methods, and processing steps. Following the successful pilot, the OpenSC platform was founded, which has now expanded to Patagonian toothfish, shrimp, and other food products including dairy, palm oil, and coffee.

Documentation status

• Project status: Pilot
• Evidence: Evidence high
• Editorial review: Ufuk Avci, 15 April 2026

Description

The Pacific tuna industry faced significant problems: Illegal fishing (IUU — Illegal, Unreported, Unregulated), human trafficking and slave labour on fishing vessels. WWF New Zealand, Australia and Fiji launched the first blockchain pilot in this region in 2018: RFID tags on the vessel identify the catch; devices at the dock and processing plant read automatically; QR codes on packaging for consumers. Technology: ConsenSys Viant blockchain tool.

The pilot was implemented in the Fijian longline fishery, with the fishing and processing company Sea Quest Fiji. Once a tuna is caught, it receives a reusable RFID tag on the vessel. Automatic readers at the dock and processing plant upload data to the blockchain: where and when caught, by which vessel, with which method, working conditions on board. In processing, the RFID is replaced by a cheaper QR code on the packaging. The consumer scans via smartphone app and sees the full history. WWF-NZ CEO Livia Esterhazy: "A simple scan of the tuna packaging with a smartphone app will tell the story of the tuna — where and when it was caught, by which vessel and with which method." After the successful pilot, WWF Australia and BCG Digital Ventures launched OpenSC — a scalable platform using blockchain to verify sustainable production.

Perspectives

B2B — organisations perspective

Fishermen and processing companies with verifiably ethical and legal practices can achieve price premiums and gain access to premium markets that structurally exclude IUU fishing.

B2C — consumers perspective

Consumers can instantly verify via QR code scan that their tuna was legally caught, involved no forced labour, and that the fishing method is sustainable — using this information to inform their purchase decision.

Employees perspective

Employees in fishing companies must integrate new work steps for data collection and RFID tag scanning into their daily processes. This requires training and adapting existing workflows, but also creates new jobs in digital quality control.

Benefits

General

• The immutable blockchain documentation makes it virtually impossible to conceal illegal fishing or use fake origin claims.
• Consumers receive complete transparency about the origin and sustainability of their seafood through simple QR code scanning.
• The platform actively contributes to protecting marine ecosystems by making illegal fishing practices more difficult and promoting sustainable fishing.

B2B — organisations

• Companies can differentiate themselves from competitors through verified sustainability and gain access to premium markets.

B2C — consumers

• Consumers can make conscious purchasing decisions and directly support sustainable fishing.

Employees

• Employees gain better opportunities for quality control and documentation of their work through digital tools.

Challenges

General

• Integrating blockchain technology into existing fishing and processing systems requires substantial technical investment and training effort.
• Seamless documentation of the entire supply chain requires the willingness of all involved actors to cooperate, which is a challenge in the fragmented fishing industry.

B2B — organisations

• Companies must make significant investments in new technologies and training without guaranteed short-term returns.

Employees

• Employees must learn new digital processes and integrate additional work steps into already complex workflows.

Technology foundation

The project uses the Viant Blockchain Traceability Tool from ConsenSys combined with RFID tags and QR codes for data collection. Once information is entered into the system, it is verified by a network of thousands of computers, making manipulation or falsification impossible.

Implementation examples

WWF Fiji Tuna Pilot Project

Sea Quest Fiji wanted to position itself as a sustainable and legal supplier to gain access to international premium markets. The company sought ways to verifiably document its sustainable fishing practices and differentiate itself from competitors.

Sea Quest Fiji was the first company to implement blockchain traceability for tuna in collaboration with WWF and ConsenSys.

Sea Quest Fiji Ltd was the first fisheries company to participate in the WWF blockchain pilot project in 2018 and digitally documented its tuna catches in full. The company tagged each caught tuna with RFID tags and recorded detailed data on catch location, catch time, and fishing methods used directly on the fishing boats. All data was then stored immutably on the blockchain via the Viant Blockchain Traceability Tool from ConsenSys.

The company solved the problem of lack of transparency in the supply chain and was able to exclude illegal practices. At the same time, consumer trust was strengthened through full traceability of the products.

Tags

Supply chain, Traceability, Sustainability, Food safety, RFID

Sources

1. WWF partners use blockchain stop illegal fishing
2. How blockchain is strengthening tuna traceability to combat illegal fishing
3. WWF blockchain tuna project 2018
4. How blockchain and a smartphone can stamp out illegal fishing and slavery in the tuna industry
5. How blockchain could revolutionize the global food system