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.

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About Thai Union Group

Thai Union Group PCL is a global seafood leader, delivering high-quality, healthy, and innovative products to consumers around the world since 1977. The company is one of the largest producers of shelf-stable tuna and recorded sales of over THB 133 billion in 2025, supported by a global workforce of more than 44,000. Guided by its vision to become the world’s leading marine health and nutrition company, and its commitment to “Healthy Living, Healthy Oceans,” Thai Union’s diversified business spans ambient and frozen seafood, value-added, alternative proteins, pet care, and sustainable aquaculture feed. Its brand portfolio includes global names such as Chicken of the Sea, John West, Petit Navire, King Oscar, Rügen Fisch and SEALECT. Through its SeaChange^® 2030 sustainability strategy, Thai Union is delivering impact for both people and planet. Learn more at www.thaiunion.com.  

About Wholechain

Wholechain^® is a standards-based traceability platform designed to digitally connect global supply chains. Wholechain enables producers, processors, brands, and retailers to capture and share data, document product origin, and meet evolving regulatory and market requirements. Built on interoperable data standards including GS1, the Global Dialogue on Seafood Traceability (GDST) and the UN Transparency Protocol (UNTP), Wholechain enables transparency from source to consumer. Wholechain is trusted by leading companies worldwide, leads Better Food Future in support of UN Global Compact Ocean Stewardship Coalition, and is a winner of the U.S. FDA Traceability Challenge. Learn more at wholechain.com.

Media contacts

United States:

Hannah Gray, HUNTER PR: +1 646 358 1208

E-mail: hgray@hunterpr.com

Asia:

Kanyarat Kiatchairin, Thai Union Group: +666 4949 6594

E-mail: media@thaiunion.com

Europe & Africa:

Markus Reber, Thai Union Group: +44 7779 559551
E-mail: media@thaiunion.com