Mars aims to achieve complete traceability throughout the seafood supply chain.

Mars is collaborating with Wholechain to enhance traceability for seafood in its pet food products, aiming for digital interoperability in data sharing. This partnership aligns with Mars' commitment to the Global Dialogue on Seafood Traceability (GDST) standard, ensuring full supply chain visibility from sourcing to final product. Mars has established Responsible Fish Sourcing Guidelines to maintain quality and sustainability in seafood ingredients. The initiative not only promotes ethical sourcing but also aims to extend the GDST standards to other commodity markets, improving industry-wide traceability.