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. There are multiple lines of overlapping communication and copious amounts of paperwork. We recognize that each step is an integral part of maintaining the quality and transparency of our products and is essential for enforcing the Icelandic quotas and regulations that are key to sustainable fishing.

However, the current management systems are outdated. Manual input of data, faxes, phone calls, and other unreliable means of communication are still part of the business and leave too much room for error and confusion. Too often this can result in very costly delays and other problems with time-sensitive seafood shipments.

Niceland Seafood’s TraceabiliT technology streamlines the entire process by simply and securely relaying information between stakeholders while meeting the strictest rules and regulations. Furthermore, it allows us to keep track of a product as it travels to the consumer, which introduces a new level of transparency where all players are accountable for their actions.

Writing, testing, and implementing a brand new traceability system is a complex and costly undertaking. We are "putting money where our mouth is" and wholeheartedly feel that investing in better traceability is a worthwhile effort. Additionally, this makes for better brand distinction and creates a brand premium while allowing access to better data for continuously improving operations and creating business opportunities.


Seafood, in particular, has been rampant with fraud. Fortunately, consumer awareness is growing. Customers are demanding accurate information about the supply chain of their food in all areas–from fish to coffee. Many may claim that their products are sourced from a clean and sustainable resource, however, they cannot thoroughly connect the dots there. With our built-in TracabiliT technology, Niceland Seafood can quickly trace and compellingly visualize the entire supply chain for every single order on a mobile device.

Within seconds of scanning the QR code with your mobile device, our customers are able to see when, where, and who caught their fish in the North Atlantic Ocean. Consumers will have unprecedented access to information about the particular fishing vessel, the owners and crew, and the harbor where the fish was landed–including an overview of the local sustainability practices–all laid out in an attractive and dynamic timeline. We want our customers to feel good about consuming traceable products from Iceland. Naturally, we want them to have a great meal too so that they are eager to explore more options from our company knowing that we understand and adhere to their values of transparency and respect for nature.

It doesn’t stop there. We are integrating information from a number of different sources along each step. From the harbor to the certified processing plant that handled and packaged the fish, through transportation to the international flight from Reykjavik and down to the delivery truck details for the "last mile" to the restaurant or grocery store is duly noted and time-stamped. The TracabiliT interface allows the consumer to acquaint themselves with every key player through content nested within the app. Additionally, the app makes it easy for users to share content such as crew profiles or recipes on social media with links to the retailer’s shop for ease of cross-promoting our full range of products.

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


The technology we are implementing at Niceland Seafood is much more than a public web application. We are overhauling outdated methods by creating a whole new modern supply chain management system. We will provide a full range of services for seafood producers, brokers, distributors, and retailers. The backbone of our system is a sophisticated database service called TraceabiliT, where different front-end applications interact with a shared back-end service.

Buyers (wholesalers, restaurants, caterers, and retailers) will be able to place orders through a web application or our native smartphone app. The smartphone app remembers their order history for easy reordering, provides one-tap access to customer service, and will, in the future, provide a channel to relay information about promotions and the current availability of freshly 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 that particular 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 their dashboard in the Niceland Seafood Broker Web Application.
3. The Broker contacts the Producer to see if/when they can provide the products and places an order. The Broker reserves cargo space for the Buyer’s order and gives the producer an AWB number for transportation.
4. Once the fish has been landed, the Producer generates a unique QR code that provides access the critical data such as; vessel ID, landing date and location, species data, production details, and shipping IDs with AWB numbers for flights. All of this data is input and saved using a web application. The Buyer’s order (as relayed via the Broker) is prepared and dropped off for transport.
5. When the cargo plane arrives, the Distributor scans the QR code with the native Niceland Seafood Distributor App. They can attach photographs of the shipment and add notes as needed. Once scanned, the real-time tracking information is appended to the QR code and instantly visible to both the Buyer and Broker. Once the order has arrived at the Buyer’s, the Distributor confirms delivery through the app.

As the system evolves, we fully expect more automation in the process, thus making the whole chain even more efficient thereby increasing value along the way.


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