Thai Union Advances End-to-end Digital Traceability Across Its Global Seafood Supply Chain

The capability, developed in partnership with Wholechain, will achieve new levels of supply chain transparency, giving partners and consumers confidence that their choices support healthier oceans and responsible sourcing across the entire supply chain, from vessel to shelf.

Bangkok, Thailand & Boston, United States — March 16, 2026 — Thai Union Group PCL, a global seafood leader, today announced a strategic partnership with Wholechain, a leading supply chain traceability and transparency platform, to support the global rollout of standardized, end-to-end digital traceability across Thai Union’s global seafood operations.

The partnership is a key enabler of Thai Union’s sustainability strategy, SeaChange^®, now in its 10^th year. It sets ambitious targets through 2030 to safeguard ocean health, ensure responsible sourcing, and strengthen transparency across the company’s value chain. Through this partnership, Thai Union will deploy Wholechain’s digital, interoperable traceability system across its global business footprint. This will enable a new level of supply chain visibility from vessels and farms through processing and distribution, to retailers and foodservice operators. The partnership will also further develop transparency for consumers, including Thai Union’s can tracker, across the company’s global brand portfolio.

As a first phase, Thai Union will focus on tuna and shrimp products, which represent the majority of seafood sourced by the company, then extend to remaining species in a second phase. The overall project is expected to take place over two years.

“Traceability is foundational to our SeaChange® strategy," said Adam Brennan, Chief Sustainability Officer at Thai Union. “It makes sustainability credible and measurable, providing a source of truth about environmental and social impacts across the supply chain. It ties all our sustainability commitments to real data, so we know where the seafood for our products comes from, who caught it and when, and under what standards. Our partnership with Wholechain strengthens our ability to deliver standardized traceability at a global scale – supporting regulatory compliance, customer and consumer expectations, and, most importantly, trust.”

Advancing SeaChange^® Through Technology and Global Standards

Thai Union’s SeaChange^® strategy evolves traceability as a cornerstone of the company’s approach to sustainability, enabling improved environmental stewardship, stronger supplier engagement, and greater accountability across complex, global seafood supply chains.

“Traceability has long been central to how we operate, supported by robust systems that meet the highest industry expectations,” said Brennan. “This partnership marks a step change — moving from manual processes to a fully digital, interoperable model that delivers real time insight at global scale. It raises the bar not just for Thai Union, but for the seafood industry as a whole.”

Under the agreement, Wholechain will support Thai Union by:

• Automating traceability at every critical step of the product journey, aligned with global data standards such as the Global Dialogue on Seafood Traceability (GDST), to enable interoperability with both suppliers and customers. This common global standard creates a shared language for seafood companies that are still relying on fragmented systems that do not yet communicate with each other.
• Supply chain efficiency, improving reliability of information, reducing costs, and enhancing visibility and control.
• Enhancing vessel and farm visibility into finished goods, helping Thai Union strengthen oversight of sourcing practices and adherence to the group’s standards while accommodating diverse supplier capabilities.
• Scaling consumer transparency tools, including further developing Thai Union’s can tracker that has been in use since 2017 for brands like Chicken of the Sea, Genova, John West, Petit Navire, Mareblu, Parmentier, and King Oscar, allowing consumers to learn more about the journey of their seafood and that it’s sourced responsibly.
• Proactively supporting readiness for evolving regulatory and market requirements, as regulators, retailers, and foodservice operators increasingly require digital traceability.

“Thai Union has consistently demonstrated leadership in seafood sustainability for the last 10 years,” said Jayson Berryhill, CEO at Wholechain. “Through this partnership, Thai Union is leading the industry in traceability and transparency by embedding it into the operating fabric of their global business. Using interoperable standards across its global footprint, Thai Union will not only improve its own operations, but it will accelerate progress across the seafood industry.”

The traceability system will be rolled out across Thai Union’s global operations over a 24-month period, in close collaboration with suppliers and customers worldwide. This will strengthen end-to-end transparency and enable more consistent, data driven monitoring of environmental and social impact across the supply chain.