Marine Harvest is planning to introduce a new and disruptive technology innovation for their fish products on the European market. By adding the industry leading smart labelling indicator Keep-it® to their products, they will be the first global seafood company to offer customers and consumers a tool that shows accurate and real time freshness and shelf life. The technology will revolutionize and redefine the way the industry will define shelf life by making it much easier to secure freshness, food quality and reduce food waste.
– 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, says Ola Brattvoll, Chief Operating Officer in Marine Harvest.
Marine Harvest is planning to introduce their products with Keep-it indicators in ten European markets by 2019. As early as 2017, test launches will take place in selected countries. 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, thus enabling a more dynamic and precise shelf life than traditional date stamping.
– 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, says Kristen A. Hovland, CEO in Keep-it Technologies.
A game changer for the industry
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. Since implementing Keep-it on more than 20 million fresh food products, REMA 1000 has attained a front seat position in shelf life accuracy and food waste reduction in the Norwegian market.
– We have high expectations for this new technology and that it will help us in further developing the high quality prepacked fresh fish category in Europe, says Ola Brattvoll, Chief Operating Officer in Marine Harvest.
About Marine Harvest
Marine Harvest Group is the world's leading seafood company and largest producer of farmed salmon, with presence in 24 countries and a total of 12 700 employees worldwide. The company is headquartered in Bergen, Norway, and is listed on the Oslo Stock Exchange.
Please see www.marineharvest.com for further information.
Keep-it shelf life indicator in short
· Keep-it is the only tool monitoring both remaining shelf life and freshness.
· The shelf life indicator monitors temperature over time and shows remaining shelf life in real time.
· The shelf life indicator is attached to the product as the last step of the production process, uniquely tailored to each individual product.
· The actual number of remaining shelf life days is shown where the dark and white line intercepts
· When the dark stripe on the Keep-it indicator is long, the food is fresh. If it is less than zero, the food is no longer edible.
· The content is harmless (food safe) and recyclable.
Source: Marine Harvest
