iPhones with iOS 11+ are able to scan QR codes with the camera app. Simply open the camera.. point and voila!


The number of steps required to deliver an order of fresh fish is mind boggling. It involves multiple lines of overlapping communication and copious amounts of paperwork. We recognize that each step is important as it helps to maintain the quality of the product and enforce the quotas and regulations which are key to sustainable fishing.

But the current management systems are outdated. Manual input of data, facsimiles, phone calls and other unreliable means of communication form large parts of the chain, leaving too much room for error and misunderstanding. This frequently results in delays or other problems with seafood shipments.

Niceland Seafood’s TraceabiliT technology streamlines the process by simply and securely relaying information between stakeholders while meeting the strictest rules and regulations. Furthermore, it allows us to keep trace of the product as it travels to the consumer, making the whole process transparent and every player accountable.

Writing, testing and implementing brand new traceability systems is a complex and costly undertaking. But we are positive that investment in better traceability is worth it. It makes for better brand differentiation and creates a brand premium while allowing access to better data to improve operations and create business opportunities.


With seafood, in particular, food fraud has been rampant. Consumer awareness is growing along with demand for information about the supply chain of their food. It is one thing to claim that your product is sourced from a clean and sustainable resource, another to be able to trace and visualize the supply chain for every single order on a mobile device.

Within seconds of scanning a QR code, the Niceland Seafood customer is able to see where in the North Atlantic Ocean his or her fish was caught, by whom and when. The consumer has access to information about the fishing vessel, its owners and crew, and the harbor where the fish was landed–including a survey of local sustainability practices–all laid out on an attractive dynamic timeline. This experience leaves the customer feeling good about consuming traceable products from Iceland and eager to explore other options from a company that adheres to their values of transparency and respect for nature.

It doesn’t end there. By integrating information from a number of different sources, each step of the way—from the certified processing plant that handled and packaged the product, through to the overseas flight from Reykjavík and the truck that delivers it to the restaurant or grocery store—is duly noted and time-stamped. The interface allows the consumer to acquaint him or herself with every key player through content nested within the app. In addition, the app makes it easy for users to share content such as crew profiles or recipes on social media, or links to the retailer’s shop thus cross-promoting products from our portfolio.

As the app is web-based, no download is required to access any of the features or content therein.


But Niceland Seafood’s technology is more than a public web application. It is a whole new modern supply chain management system providing a wide range of services for seafood producers, brokers, distributors and retailers. The backbone is a sophisticated database service called TraceabiliT. Different front end applications interact with a shared back end service.

Buyers (wholesalers, restaurants, caterers and retailers) can place orders through a web application or a native smartphone app. The smartphone app remembers their order history for easy repetition, provides one-tap access to customer service and will, in the future, provide a channel to relay information about promotions and current availability of fresh caught fish. Brokers can keep track of orders and review information posted by producers in a web-based app. Producers generate QR codes and input data on their product or utilize API services to integrate with their existing production systems.


The process looks like this:

1. The Buyer orders 80lbs of Arctic Charr through Niceland Seafood’s web store or smartphone app.

2. The Broker receives the order on his dashboard in the Niceland Seafood Broker Web Application.

3. The Broker contacts the Producer to see if/when she can provide the goods and places an order with her. The Broker reserves cargo space for the Buyer’s order and provides the Producer with an AWB number for transportation.

4. Once the fish has been landed, the Producer generates a unique QR code which provides access to data such as vessel ID, landing date, landing location, species data, production details and shipping IDs, such as AWB numbers for flights; all of which is input and saved using a web application. The Buyer’s order (as relayed via the Broker) is prepared and dropped off to be transported.

5. When the cargo plane arrives, the Distributor scans the QR code with his native Niceland Seafood Distributor App. He can attach photographs of the shipment or add notes. Once scanned, real-time tracking information is appended to the QR code, thus making it visible to both Buyer and Broker. Once the order has arrived at the Buyer’s, the Distributor posts a delivery confirmation through the app.

As the system develops, automation is projected to grow, essentially compounding Producer and Broker, thus making the chain more efficient and increasing value along the way.


TraceabiliT runs in the Microsoft Azure cloud. It is built to scale easily and to optimize performance across the world. Services used for performance optimization include Azure CDN for faster image loading, built in Azure app-insight and Google analytics, and auto-renewing SSL certificates. Development of blockchain validation systems is underway to cross-check and verify information about the product at every step of the supply chain.