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Mowi launches first end-to-end food traceability platform for seafood industry, powered by EVRYTHNG

The world’s largest producer of Atlantic salmon chose EVRYTHNG to help launch its brand with 100% transparency, powering food traceability and provenance for its product lines. Now, consumers can trace the full lifecycle of the salmon they’re about to purchase. With this transparency, Mowi is projected to increase sales through brand loyalty.

The Challenge

Consumers want to understand how the food they consume is produced. For salmon, this means knowing where and how the salmon is cared for, farmed, harvested and transported. But with salmon raised across multiple locations and data collected in different production and supply chain systems, creating a single, searchable source of truth and making it easily accessible to consumers was a significant data management challenge

“We like to think of ourselves as leaders when it comes to food safety and sustainability, and EVRYTHNG helped us showcase that to consumers all around the world.”
Ola Brattvoll Chief Operating Officer, Sales & Marketing at Mowi


Mowi is incredibly proud of the premium quality of its product: how it cares for, farms and prepares its salmon. It wanted a super simple way to share this information so consumers could make informed decisions about what they’re purchasing and eating.

Mowi Traceability

The Solution

EVRYTHNG collects data from different production and supply chain systems used by Mowi and harmonizes it so that every single salmon produced has one searchable source of truth. This includes detailed information such as:

  • when the egg was hatched
  • in which freshwater facility it was raised
  • what food the salmon was fed
  • when and where the fish were harvested
  • the size, age and weight of the fish

The data is grouped at batch level, which allows granular traceability back into the supply chain for quality control purposes.

Connected Product Packaging

On each item’s packaging, there is a consumerscannable QR code that uses the new global standard, GS1 Digital Link. This code connects to the item’s digital identity in the EVRYTHNG platform, revealing all of the batch-level information captured through the full lifecycle of the salmon

Consumer Experience

Any consumer can scan the package at point of sale or post-purchase to discover all about the salmon. All the traceability data is then presented on the user’s smartphone.


Every scan is captured, whether in store or at the consumer’s home. Anonymized consumer engagement data is collected and provided to Mowi via intuitive web-based dashboards, giving instant visibility to products in market.


Mowi is aiming to differentiate its product in the eyes of consumers by highlighting its superior quality while giving consumers the transparency they crave. By forging a digital connection with consumers, Mowi aims to build trust and ultimately grow sales.

Mowi intends to capture valuable insights from widespread consumer engagement, where previously it had no visibility. By understanding where, when and how consumers are engaging, Mowi will gain greater insight into what consumers want and use that knowledge to inform future marketing programs.

Consumers care more about transparency than ever before

In 2016, 39% of shoppers said they would switch to brands that offered more complete information. In 2018, 75% said they would switch, a 93% increase.

84% of consumers check where their food has come from either “all,” “most” or “some” of the time.

Why Mowi Chose EVRYTHNG

Proven in Market

EVRYTHNG has implemented end-to-end traceability solutions for other brands in the Food & Beverages sector, so it could help Mowi get to market faster and with lower risk than many blockchain-based solutions, which are largely unproven and not built for a scale roll-out.

Ecosystem Connected

EVRYTHNG demonstrated it could connect to all Mowi’s systems through its supply chain and aggregate all its data into a simple, usable format while providing an easy way for consumers to access this data.

Industry Standards

EVRYTHNG uses the new product-coding GS1 Digital Link, which simplifies the way products can be tracked and interacted with through their lifecycle and ensures compatibility with existing supply chain processes.

A Complete Technology Stack

The EVRYTHNG SaaS offering gives brands all the building blocks they need to launch an end-to-end traceability platform.

  • The serialization engine providing unique GS1- compatible identities
  • A custom data model to structure the data
  • Enterprise connectors to integrate with multiple different systems
  • SDKs for building mobile web scanning experiences for consumers
  • Real-time analytics

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