A NEW smart labelling system, said to provide better shelf life accuracy and reduce food waste, is to be introduced on Marine Harvest products.
The company will be the first global seafood firm to use the Keep-it tool which, it claims, will revolutionise the way the industry defines shelf life by making it easier to secure freshness and food quality.
Keep-it indicators are attached directly after the fresh fish is cut and packed. Throughout the cold chain, Keep-it will track the actual temperature impact on the fish product in real time, enabling a more dynamic and precise shelf life than traditional date stamping, says Keep-it Technologies.
Ola Brattvoll (pictured), chief operating officer at Marine Harvest, said: ‘Temperature variations in the cold chain makes handling fresh fish a race against the clock.
‘With Keep-it shelf life indicators, we can offer our clients and their customers a tool that monitors freshness with accuracy.
‘It is both simple and smart, and secures the top quality product we would like to offer the European seafood consumers.’
Marine Harvest is planning to introduce its products with Keep-it indicators in 10 European markets by 2019. Test launches will take place in selected countries this year.
‘We have high expectations for this new technology and that it will help us in further developing the high quality pre-packed fresh fish category in Europe,’ said Bratvoll.
After testing the concept over a few years with the Norwegian retailer REMA 1000, verifying the concept and documenting value creation, Keep-it is now ready to launch internationally.
The retail chain has experienced increased consumer satisfaction, better in-store routines, reduced food waste and hence improved profitability.
Kristen A. Hovland, CEO in Keep-it Technologies, said: ‘Our aim is to provide a better tool for producers, retailers and consumers than today’s static date stamp.
‘With Keep-it, Marine Harvest and their customers will have a smart and simple tool to secure and document a high quality cold chain and evidence of freshness. With our solution we believe traditional date stamping will soon be expired.’