Thai Union Group is accelerating its sustainability agenda with new investments in digital traceability and crew welfare, signalling a broader shift toward technology-driven accountability across the global seafood sector.
The company has announced a strategic partnership with Wholechain to roll out end-to-end digital traceability across its global operations, alongside a separate commitment to provide free Wi-Fi access on fishing vessels. Both initiatives form part of Thai Union’s SeaChange programme, which marks its 10th anniversary this year.
The Wholechain collaboration will introduce a fully interoperable, data-driven traceability system, initially covering tuna and shrimp before expanding to other species. The platform will enable real-time visibility across the supply chain, supporting regulatory compliance and improving transparency for consumers.
“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.”
The system will be implemented over two years and aligned with global standards, helping integrate data across suppliers while improving operational efficiency and oversight. Wholechain chief executive Jayson Berryhill said the partnership would ‘accelerate progress across the seafood industry’ by embedding traceability into core business operations.
Alongside supply chain transparency, Thai Union is also focusing on conditions at sea. The company aims to equip 50% of its long-distance tuna fishing vessels with free Wi-Fi by 2026, rising to 75% by 2028. The initiative is designed to improve communication, wellbeing and access to support for crew members working on extended voyages.
“As we mark 10 years of our SeaChange sustainability strategy, the people behind it remain central to its ongoing evolution,” Brennan said. “Delivering free Wi-Fi access is a tangible step towards improving their daily lives, allowing them to connect with loved ones and access essential information.”
