Mars is rolling out end-to-end seafood traceability for its pet food brands through a partnership with blockchain platform Wholechain. As the first in its industry to adopt the GDST standard, the company is turning supply chain transparency into a competitive edge. The move signals a broader shift as digital traceability gains traction beyond seafood.
Interoperable Traceability Becomes a Strategic Edge
Mars has become the first pet food company to commit to the Global Dialogue on Seafood Traceability (GDST) Standard, aiming to establish full digital traceability for its seafood supply chain. The initiative covers key fish-based ingredients used in pet food brands like Pedigree, Sheba, and Royal Canin.
At the center of the strategy is “digital interoperable traceability,” a system in which standardized data, such as catch origin, harvest method, and supplier transactions, is captured and shared across systems and partners. Wholechain’s blockchain-backed platform, already GDST-verified, will enable Mars to track data from the source to the final packaged product.
Mars says the move builds on over 15 years of collaboration with the World Wildlife Fund on sustainable fish sourcing. The company’s Responsible Fish Sourcing Guidelines already set out sourcing criteria for wild-caught and farmed seafood, fishmeal, and fish oil, core components of its petcare portfolio.
From Pet Food To Palm Oil
While the immediate focus is seafood, Mars’ initiative is also part of a broader push to standardize traceability across its global commodity supply chains. According to GDST Director Huw Thomas, insights from Mars’ seafood rollout are expected to inform digital traceability strategies in other high-risk categories such as palm, soy, beef, and poultry, sectors where sustainability scrutiny is intensifying and supplier visibility remains fragmented.
Mars’ traceability push mirrors a growing industry trend. Retailers like Walmart and Whole Foods Market have recently updated their own seafood sourcing standards to tighten labor oversight, boost transparency, and meet ESG expectations. Investors are also increasing pressure: according to FAIRR’s 2024 report on protein supply chains, traceability and deforestation risks are now material concerns for institutional investors managing over $70 trillion in assets.
Traceability as Strategic Data
As food and petcare supply chains become more complex, traceability data is shifting from a compliance tool to a strategic asset. In the case of Mars, that data will not only support ethical sourcing but also inform broader procurement, quality, and operational decisions. As with carbon accounting and biodiversity metrics, standardized, verifiable data is increasingly the currency of trust in the post-greenwashing era. Companies that treat traceability as a systems investment, not just a sourcing upgrade, are likely to find themselves more resilient, credible, and competitive.
