Bait to Plate: World Wildlife Fund and Blockchain

KMWlogo_Stacked_Session Title and Description: WWF and Blochain — Rewriting the Rules for Conservation

World Wildlife Federation – New Zealand

Cook is leading the implementation of blockchain traceability into the tuna longline sector, starting in Fiji. This innovation is revolutionary to combating IUU fish sales, illegal harvesting, fisheries mismanagement, lack of data collection and will redefine the way fisheries are managed in the future and set a new standard for sustainability within the resource. Their project is not only introducing technology into a cottage industry, but it is introducing the most advanced technology on the current market which is all being lead by an NGO. Hear about the hurdles and successes.

Speaker: Bubba Cook, Western and Central Pacific Tuna Program Manager, Oceans Practice, World Wide Fund for Nature

Slides: 1100_Cook.pptx

[These are my notes from the new Blockchain in Government conference, which is part of the KMWorld 2018 Conference. I’m publishing them as soon as possible after the end of a session, so they may contain the occasional typographical or grammatical error. Please excuse those. To the extent I’ve made any editorial comments, I’ve shown those in brackets.]


  • 7 Ways the Blockchain can help the environment.
    • Environmental treaties
    • Nonprofits
    • Carbon tax
    • Changing incentives
    • Supply chains
    • Recycling
    • Energy
  • Cook’s team focused on the seafood supply chain.
    • they have created a blockchain-enabled provenance solution that provides value-added services for all players in a supply chain.
      • it introduces transparency and reliability across the supply chain
      • it tracks sustainability standards across production > processing > distribution > retail > consumption phases of the process
        • tracking the movement of physical goods
        • digital data capture
        • decentralized ledger updated in real time
  • Tuna Blockchain Pilot in Fiji.
    • Initially, all the participants were unknown to each other — it involved small players and small Fortune 500 companies such as GlaxoSmithKline.
    • Goal: to create a transparent and fully traceable supply chain
    • They tracked a high value tuna production — not regular canned tuna
    • Method — Bait to Plate
      • RFID tags used to capture inofrmation throughout the supply chain
      • Put the RFID tags on the fish when it brought on the fishing vessel
      • The data registers automatically with various devices positioned on the vessel, the dock, and the processing facility.
    • During the supply chain, you can collect additional data at each point of the process within the supply chain such as temperature (an indicator of quality)
    • The consumer can scan the RFID tag to see the entire journey of each fish
  • Vision of the Future: Pacific Tuna Case Study.
    • an effortless, virtual shopping experience tailored to your personal preferences so that you can purchase slave-free fish.
    • your smart fridge will know when your fish is about to spoil and can (through smart contracts) purchase fresh fish from the supplier, who will deliver it to you via drone or driverless car.
  • Reaction of the industry.
    • The retailers support this. They cannot afford the reputational risk of carrying fish that do not meet sustainability standards or are produced with slave labor.
    • The reputable fishing companies want their fish to stand out from illicitly obtained fish.
    • The middlemen are less supportive.
  • For more information. See or