As supply chains become more complex, consumers are in turn becoming more curious about the origins of the products they buy. This is especially true when it comes to the food we put in our bodies. Increasingly, consumers are demanding further transparency from companies – wanting to know where their products come from and what’s in them. And companies are responding, establishing traceable supply chains to educate and engage consumers about important sustainability issues.

Last month, seafood brand, Chicken of the Sea, launched a digital traceability initiative. The program helps consumers follow their food from ocean to can through an online experience. The initiative, called Chicken of the Sea Trace your Product, allows consumers to enter a can code to find detailed information about the product. After consumers enter the code they are taken to a website, which lists out the species of seafood with nutrition information, the region where it was caught, the methodused – even the vessel that caught the fish, with start and end dates of the trip. Beyond that, there is information about how the fish was processed, where it was canned and how Chicken of the Sea supports sustainability. Currently, the program is available for Chicken of the Sea’s Chunk Light, Chunk Light Albacore and Solid White Albacore tuna, but the brand hopes to expand to further categories in the future.

Providing more information on the source and supply chain of products may seem challenging, but the effort can be worth the reward. The Trace Your Product site not only provides the information consumers are demanding, but it also helps educate on Chicken of the Sea’s commitment to sustainability. And, research shows that the environmental impact is an important factor when deciding what dishes to put on the dinner table. In fact, 77 percent of Americans believe sustainability is an important factor in food purchasing decisions, according to the 2014 Cone Communications Food Issues Trend Tracker.