Mars joins global standard for seafood traceability
By committing to the Global Dialogue on Seafood Traceability (GDST), the pet player reinforces its commitment to responsible sourcing and supply chain transparency.
The multinational firm has joined the GDST and partnered with Wholechain, a blockchain-based traceability provider, to implement end-to-end seafood traceability in pet food.
The collaboration will enable Mars to capture and exchange standardized data at every stage, from source to finished product.
According to Mars Petcare’s Global Marine Sustainability Lead Andrew Russell, the move builds on more than 15 years of collaboration with WWF to promote responsible fish sourcing.
What is GDST?
Launched in 2017 by WWF and the Institute of Food Technologists, the Global Dialogue on Seafood Traceability (GDST) is an international business-to-business platform that develops global standards for interoperable seafood traceability.
Its framework, based on Critical Tracking Events (CTEs) and Key Data Elements (KDEs), helps companies tackle illegal, unreported, and unregulated (IUU) fishing and meet sustainability targets.
Since becoming a formal foundation in 2022, GDST has expanded to include 95 partners worldwide, encompassing a diverse range of organizations, from seafood processors and NGOs to major retailers and software companies.
Industry impact
By adopting the GDST standard, Mars is not only aligning with a rising global benchmark for traceability but also setting a precedent for the petfood industry.
Wholechain, a GDST-verified capable solution provider, will assist the company in achieving complete supply chain visibility, thereby enhancing both product integrity and risk management.
In the long term, the collaboration may also support the broader adoption of the GDST framework across non-seafood commodities, including palm oil, soy, beef and poultry.
“The learnings Mars will be taking from implementing the GDST Standard for their seafood products across their non-seafood supply chains is anticipated to help to drive wider adoption of the GDST Standard across multiple markets,” says GDST Director Huw Thomas.
This move reflects growing momentum among pet companies seeking robust, interoperable traceability systems as part of their environmental, social and governance (ESG) strategies.
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