Mars Partners on Seafood Traceability for Sustainable Sourcing
Mars, Inc. has announced a new initiative to improve the sustainability of its pet food ingredients by joining the Global Dialogue on Seafood Traceability (GDST) and partnering with Wholechain, a blockchain-based traceability provider. Mars — owner of pet brands like Pedigree and Whiskas — is the first pet food company to commit to GDST’s traceability standards. The company will implement end-to-end digital tracking for its fish-based pet food ingredients, capturing data from catch (origin) to cannery to ensure seafood is responsibly sourced. Wholechain’s system will help Mars verify that all seafood inputs meet its sustainable sourcing policies and enable greater transparency to consumers.
This move is part of Mars’ broader effort (over 15 years in collaboration with WWF) to address overfishing and marine ecosystem pressures by using data-driven supply chain oversight. It also positions Mars to meet rising regulatory expectations on proof of ethical sourcing.
