Mars Petcare has partnered with Wholechain to implement an end-to-end seafood traceability system for its pet food brands, including Pedigree, Sheba, and Royal Canin. The initiative utilizes blockchain technology to provide consumers with complete transparency about the origin and journey of seafood ingredients in pet food products.
Digital Transparency for Pet Owners
The new system allows pet owners to scan QR codes on product packaging to access detailed information about the seafood's supply chain. This includes the specific fishing location, harvesting methods, processing details, and transportation history. The data is recorded on Wholechain's blockchain platform, which has been verified by the Global Dialogue on Seafood Traceability (GDST).
"This isn't just about producing pet food—it's about building trust between pet owners and the ocean," said a Mars Petcare representative. "We're creating a digital bridge that connects consumers to the entire lifecycle of the ingredients they're feeding their pets."
Blockchain Technology as a Trust Solution
Wholechain's blockchain platform serves as an immutable ledger for seafood provenance data. Once information is recorded—including details about fishing vessels, processing facilities, and shipping routes—it cannot be altered or deleted. This creates what the company describes as a "digital fingerprint" for every seafood ingredient.
The system also enables "digitally interoperable traceability," allowing standardized data sharing across different platforms and supply chain partners. Fishermen, processors, distributors, and retailers can all contribute to and access the same verified information.
Commitment to Sustainable Sourcing
Mars Petcare has maintained a 15-year partnership with the World Wildlife Fund (WWF) to promote responsible fishing practices. The company follows strict Responsible Fish Sourcing Guidelines that cover wild-caught and farmed seafood, fish meal, and fish oil.
"Our collaboration with WWF addresses growing pressures on vulnerable marine ecosystems," said Andrew Russell, Global Ocean Sustainability Lead at Mars Pet Nutrition. "This traceability initiative represents our long-term commitment to sustainable practices."
Industry-Wide Implications
The GDST standards, co-founded by WWF in 2017, aim to establish a "common language" for supply chain traceability. Mars' implementation of these standards in pet food may influence broader adoption across food industries.
"Experience gained from applying GDST standards in seafood could facilitate wider implementation across multiple markets," said GDST Director Huw Thomas. "This would drive industry-wide improvements in traceability and accountability."
The move aligns with growing consumer demand for transparent, sustainable supply chains. Major retailers including Whole Foods Market and Walmart have recently updated their seafood sourcing standards to increase transparency and labor protections.
Brand-Specific Applications
The traceability system supports three Mars-owned brands:
- Pedigree : Focused on balanced nutrition for dogs
- Sheba : Premium cat food formulations
- Royal Canin : Breed-specific and life-stage nutritional solutions
Mars emphasizes that the initiative represents more than compliance—it reflects core business values about responsible sourcing and long-term environmental stewardship. The company plans to expand traceability efforts to additional ingredients and continue developing sustainable packaging solutions.