Thai Union expands digital traceability systems
Company plans to connect half of its tuna fleet by 2026
THAILAND – Thailand-based seafood company Thai Union Group has set a target to equip 50% of the tuna-fishing vessels in its supply chain with onboard Wi-Fi by the end of 2026, with plans to increase coverage to 75% within 2 additional years.
The initiative, outlined by Chief Sustainability Officer Adam Brennan, focuses on improving both crew welfare and supply chain oversight through satellite connectivity on vessels operating in remote ocean regions.
Speaking at the Seafood Expo North America in Boston on 16 March, Brennan said internet access at sea allows companies to monitor vessel locations, onboard conditions, and potential risks before seafood products reach the market.
He added that extending connectivity remains technically challenging due to limited satellite coverage in certain fishing zones, prompting the company to work with multiple providers to maintain stable network access.
Digital traceability rollout
In parallel, Thai Union announced a collaboration with U.S.-based traceability firm Wholechain to implement a standardised, fully digital tracking system across its global seafood operations.
The system is designed to replace manual documentation with interoperable digital tools that provide real-time visibility into product movement from vessel to consumer markets.
Brennan said the company aligns its traceability framework with guidance from the Global Dialogue on Seafood Traceability to ensure consistency across international partners and fleets.
Wholechain’s platform is expected to allow Thai Union to trace individual seafood products back to specific vessels, enabling targeted responses if safety or compliance issues arise.
Focus on tuna fleet
The company is initially concentrating on tuna vessels, which account for roughly 75% of its seafood sourcing, while also maintaining existing measures such as vessel codes of conduct, audit programs, and vessel improvement plans.
Thai Union supplies products to several global brands, including Chicken of the Sea, John West, and King Oscar, making traceability and compliance central to its operations across multiple markets.
Brennan said maintaining progress in sustainability efforts has become more complex due to broader industry challenges, but the company intends to continue investing in selected areas, particularly those linked to workforce conditions and operational transparency.
He added that while Thai Union has been viewed as a sustainability leader, maintaining that position will depend on adapting its systems and investments to meet evolving industry and regulatory demands.
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