The new Sea Trace program lets visitors to its seafood department scan those little black-and-white QR codes with your smartphone (as seen in the display above) to see a photo of the fishing boat, the location fished, and even a description of the fishing gear used (as shown in the phone screenshot here).
“At Roche Bros. we have always been committed to offering responsibly harvested seafood,” says Seafood Director Arthur Ackles, in a statement. “We are now taking steps to better communicate that commitment to our customers, beginning with an unparalleled level of traceability from the store all the way back to the boat.”
Roche Bros., is supplementing what you can find via your phone with a sustainability video in the store, plus a brochure with more info to help navigate the tricky waters of fishery management. Foley delivers fish directly to Roche Bros., after cleaning and filleting them.