Smokey Bay: the first to trace live Dungeness crab with Wholechain

First Dungeness crab supply chain traced on Mastercard Provenance Solution on Blockchain

VANCOUVER, British Columbia – March 11, 2021 – With the objective of becoming a fully traceable and transparent supply chain, Vancouver-based Smokey Bay Seafood Group has partnered with blockchain-based traceability platform Wholechain to capture data, increase visibility, and share the full product story of their USA Dungeness Crab supply chain.

Smokey Bay uses Wholechain to capture data for the chain of events that comprises the crab’s complete journey from source to distributor or retailer using blockchain technology powered by Mastercard. Partnering with Wholechain is a stage in the development of Smokey Bay’s SMART Contract Trading program, which brings massive efficiencies in the management of their complex supply chains for fresh and live seafood.

First Live Dungeness crab traceability map backed by blockchain

Wholechain is a traceability tool first developed for the seafood industry, and has since expanded its scope to a number of other supply chains, such as vanilla from Madagascar for Estee Lauder Company’s Aveda beauty brand. Co-Founder Mark Kaplan saw the potential application for their blockchain-based platform in live seafood supply chains, and in 2020, Smokey Bay Seafood Group became the first user to track live seafood from its location in Anacortes, WA (USA Pacific Northwest) to multiple locations worldwide.

“We are excited to work with Smokey Bay tracing their Live Dungeness Crab to not only provide higher levels of visibility and traceability within their supply chain, but to also develop the use case for tracing live product on Wholechain,” says Annie Opel, Director of Technology Operations at Wholechain. “We work with a lot of different commodities and seafood products, but are hoping that live-product traceability will drive efficiency and quality. Our partnership with Smokey Bay will prove out this value as we continue to work with a wide range of their products.”

The teams at Smokey Bay and Wholechain have worked collaboratively to map out existing supply chain processes and leverage data requirements such as the Global Dialogue on Seafood Traceability (GDST) and the Seafood Import Monitoring Program (SIMP) in order to develop a relevant set of key data elements.

Smokey Bay sources, packs, and ships live crab to wholesalers in Asia and North America. Likened to a travel agency for crustaceans and mollusks, Smokey Bay takes great care and responsibility in timely delivery of perishable high value seafood.  Whether dining at Jumbo Restaurant Group in Singapore, or purchasing from a wholesaler such as ShowMe Lobster in Dallas, Texas or New Orleans, crab lovers can track their food’s journey if they wish using a QR code.


“Smokey Bay’s blockchain partnership with Wholechain represents the wider changes in our industry’s traceability evolution. There will be no more doubt to the veracity of a wide range of data,” says Patrick Warren, CEO of Smokey Bay Seafood Group. “It will open doors in our industry and offer clearer marketing to the consumer, therefore building trust. It will help regulators and decision makers on a range of important discussions affecting our environment on land, sea and air.”

Using Wholechain to implement traceability in their supply chains, Smokey Bay hopes to set the industry standard for live seafood product monitoring, data alignment and transparency. Live Dungeness crab traceable supply chain will provide better line of sight into ethical sourcing, and environmental compliance to governments, environmental partners, and consumers.

Why tracking in a transparent way matter

The Food and Agriculture Organization (FAO) of the United Nations highlights sustainability, human rights, and corruption as the main challenges given the illegal, unreported, and unregulated (IUU) fishing practices still performed worldwide, threatening livelihoods, increasing poverty, and exacerbating food insecurity.




Smokey Bay supply chains are locally based and in large part family operated fishery sources, and harvest methods are well documented and regulated. Smokey Bay Seafood Group’s ethical, environmental, and technological practices contribute to the fight against IUU.

About FAO

The Food and Agriculture Organization (FAO) is a specialized agency of the United Nations that leads international efforts to defeat hunger. Our goal is to achieve food security for all and make sure that people have regular access to enough high-quality food to lead active, healthy lives. With over 194 member states, FAO works in over 130 countries worldwide. We believe that everyone can play a part in ending hunger. Join us in creating a #ZeroHunger world. Find more at


About Mastercard Provenance Solution

Built on blockchain technology, the industry-agnostic Mastercard Provenance Solution helps brands provide visibility into product  journeys and a clear record of traceability designed to contribute to consumer confidence, trust and awareness. Transforming global supply chains with the power of Mastercard’s network, the Mastercard Provenance Solution brings scale and seamless payments services to industry partners. 

About Wholechain

Wholechain is a blockchain-based traceability solution built by Envisible to enable trust, coordination, and transparency in fragmented supply chains. Wholechain works across commodities allowing businesses to manage risks and increase efficiencies while enabling consumers to make more responsible decisions. Wholechain is a partner on Mastercard’s blockchain and former winner of the Fish 2.0 Competition at Stanford for Supply Chain Innovation. Find out more at

Smokey Bay Seafood Group Logo TM

About Smokey Bay

Smokey Bay Seafood Group brings international seafood buyers and local artisanal producers together, through technology, pricing strategies, and innovative just-in-time logistics solutions. Smokey Bay sources products and seafood that meets the needs of our customers for quality, ethical sourcing, and environmental sustainabilityFind out more at