Salmon lovers will soon be able to access the complicated salmon route from the farmed salmon ponds in Norway to their plate thanks to the blockchain. The Norwegian Seafood Association, in partnership with IBM and the computer company Altea ASA, will make all the data on how its salmon are farmed, processed, packaged, stored and transported accessible. The consumer will have access to all this information by scanning a QR Code. This transparency will enable Norwegian producers to differentiate themselves from their competitors, fight fraud on the origin of the product and reduce waste. The blockchain is already used by many products, from chicken to pasta. But fish has always been very difficult to ‘trace’, making it more vulnerable to quality fraud. One in five seafood product labels are reported to be falsified.