Princes Group is turning tuna sourcing data into brand value

A Provenance-powered transparency experience is helping to establish Princes Group as a purpose-driven brand.


Princes Group


Liverpool, UK




Proof Points Mockup
The Problem

Potential brand value was locked up in siloed sourcing data

Princes Group was looking to establish itself as a purpose-driven and transparent business. To meet changing demands from regulators and retailers, Princes had cultivated valuable data around its responsible sourcing and manufacturing processes. However, it hadn’t translated this information into a publicly accessible format.

The Solution

Sharing positive sourcing initiatives in an accessible digital experience 

Today, Princes Group is providing evidence-backed information about its sustainability initiatives to retailers and shoppers in the Netherlands. It has created a digital experience showing the full journey and impact of its canned tuna from sea to shelf, supported by supply chain data. This includes dynamic data that is surfaced through an integration to their SAP enterprise resource planning system (ERP). The experience is accessible for shoppers via on pack QR codes, and to retail customers via Princes’ new online ‘Transparency Hub’.

The results

Industry credibility

Providing a credible transparency experience has helped Princes secure retailer contract renewals at a premium in a competitive, commoditised category.

Customer loyalty‍

By communicating on sustainability with an innovative and engaging digital experience, Princes is establishing a meaningful relationship with customers.

A scalable solution

Using software has allowed Princes to roll out similar digital experiences for its mackerel and salmon ranges, ensuring consistent communications across a product range.

"Our customers must be able to trust that our products have been produced with care. Blockchain is a great technology that provides insight into the chain, so that consumers can enjoy our fish without any worries."

Menno Bax

Marketing Director, Princes

Turn positive social and environmental impact into brand value

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