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Mars raises the bar for seafood traceability in petfood
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Thursday, 19 June, 2025, 14 : 00 PM [IST]
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London, UK
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Mars, Incorporated – the maker of Pedigree, M&M’s, Ben’s Original, and leading veterinary service provider - announced that it has joined the Global Dialogue on Seafood Traceability (GDST) and has partnered with Wholechain, a GDST Verified Capable solution provider, to establish robust, end-to-end traceability across its seafood supply chains.
By joining the GDST, the company underscores its dedication to transparency and traceability, further aligning with global standards demonstrating to customers that seafood products are fully traceable, but also enhances Mars’ business and supply chain decision-making, supporting the implementation of CSR policies, risk mitigation and business resilience.
The company has become the first petfood company in the world to commit to meeting the GDST Standard and implement digital interoperable traceability - the capturing of standardised data and exchanging of that data between systems - through their seafood supply chains.
Andrew Russell, global marine sustainability lead of Mars Petcare, said, “At Mars, we have been working for more than 15 years, in collaboration with WWF, to drive more responsible fish sourcing, and address the growing pressures on vulnerable ocean ecosystems. By joining the GDST, we are advancing our commitment to responsible sourcing and are proud to work with Wholechain to make meaningful strides in achieving end-to-end traceability across our seafood supply chains.”
In signing up to the GDST Standard Mars joins a growing global coalition of companies dedicated to product traceability. With investors increasingly seeing the benefits of standardised digital interoperable traceability, the GDST Standard is emerging as the leading partner for companies seeking to enhance sustainability and traceability in seafood supply chains worldwide. GDST serves as a vital platform, working to develop standards that allow for interoperability across supply chains.
To meet the GDST Standard, the company has partnered with Wholechain, a GDST Verified Capable solution provider. It is a proven leader in traceability, offers Mars a scalable solution that works not only in seafood, but across multiple commodities. It is currently supporting the company in establishing visibility into key points within its seafood supply chain, from origin to finished product. By leveraging its platform, the company can enhance product integrity, mitigate risk, and help ensure responsible environmental and social sourcing across its operations.
Jayson Berryhill, CEO of Wholechain, said, “Mars’ commitment to adopting GDST standards and prioritising traceability is a powerful example of industry leadership. We are excited to work with Mars to turn their commitment into action, providing the technological support needed to deliver full visibility across their seafood supply chain.”
The company’s partnership with GDST and Wholechain also supports the longer-term expansion of the GDST Standard into non-seafood commodity markets. Huw Thomas, director of GDST, said, “Companies with supply chains including non-seafood commodities - such as palm, soy, beef, chicken - are already exploring utilisation of the GDST Standard in realising their digital interoperable traceability ambitions. 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, delivering industry-wide improvements in traceability and accountability.”
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