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.
BRAND
Princes Group
location
Liverpool, UK
industry
FMCG
metrics
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.
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
Leading brands are growing brand value with Provenance
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