Jumeirah Restaurants announced a new partnership with UAE startup Seafood Souq that will see Rockfish become the first restaurant in the region to have certified traceable seafood implemented across its menu.

With nearly half of seafood caught globally wasted and one in three fish not making it onto our plates due to inefficiencies in the supply chain, Jumeirah Restaurants is contributing to a sustainable future for seafood via the introduction of new technology.

Jumeirah Restaurants will implement “SFS Trace,” a QR Code that diners can scan to view all traceability details of their fish and discover its journey, from sea to plate.

Launching initially at Jumeirah Al Naseem’s Mediterranean beachfront venue, the technology – created by Seafood Souq in the UAE – will later be rolled out across the wider Dubai restaurant portfolio, subject to the successful completion of its development phase.

Seafood Souq is revolutionizing and digitizing the seafood industry. By creating a digital ecosystem for global seafood trade, the online marketplace is a featured collaborator for the United Nations’ Decade of Ocean Science for Sustainable Development, showcasing how the world can sustainably harvest and maintain a productive ocean.