Tracing the journey of your fish

A new initiative at Jumeirah Restaurants will help you trace the origins of your seafood


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One in three fish never make it to your plate. At least according to a report released by the Food and Agriculture Organization of the United Nations in 2018, which stated that this was due to fish being caught then thrown overboard or rotting before it is eaten. But Jumeirah Restaurants has created with an innovative solution to solve this problem and pave the way to a more sustainable future.


Trace the origins of your seafood

Thanks to a new partnership with the UAE technology start-up Seafood Souq, Jumeirah Al Naseem’s Mediterranean beachfront restaurant, Rockfish, is the first restaurant to take part in a scheme to have certified traceable seafood on its menu. This means that when you dine in the restaurant, you can scan a QR code to see the traceability details of your fish, from the way it was caught to its journey from sea to plate.

The Managing Director of Jumeirah Restaurants, Spencer Ayers, says, “As we become increasingly aware of the world’s fragility and the steps needed to consume sustainably, Jumeirah Restaurants is committed to driving positive change across the industry. Consumers have the right to know where their food has come from.”

Catch of the day at Pierchic


A sustainable future

Seafood Souq aims to digitise the global seafood trade to create a more efficient, transparent and traceable supply chain. Seafood Souq’s technology is revolutionary and crucial in the fight against seafood fraud. With one in five seafood products mislabeled worldwide, tracking seafood throughout the supply chain means consumers are no longer cheated and the long-term productivity of our oceans can be protected. A digital ecosystem for the global seafood trade shows how the world can sustainably harvest and maintain a productive ocean.

Sean Dennis, Seafood Souq’s co-founder and Chief Executive Officer, adds, “The traceability function aims to champion a more efficient and transparent supply chain, in support of the United Nation’s 2030 sustainable development goals and to encourage the responsible sourcing of seafood products, minimise waste and ultimately contribute to a sustainable future of the industry.”

Eco practices

Sustainability has long been part of Jumeirah Restaurants’ corporate social responsibility strategy, and all of our restaurants proactively implement eco practices across their operations. For instance, we rely on artificially intelligent technology to track how we use ingredients and ensure as little as possible is thrown away. We’ve also embraced composting. By introducing a Bokashi fermentation bin in accommodation for Jumeirah Group’s employees in the UAE, we have saved 150kg of waste from going to landfill. Instead, the leftover food is enriching the soil in our vegetable garden.

Subject to the successful completion of its development phase, Seafood Souq’s technology will later be rolled out across Jumeirah Restaurants’ Dubai portfolio which include The Noodle House, Al Nafoorah, Flow, Pai Thai, Perry & Blackwelder’s, Trattoria, The Duck Hook, Hillhouse Brasserie, Babaji, Butcha and Sikka Café.

When you dine at Rockfish share our commitment to a sustainable seafood future by posting about @seafoodsouq and @rockfishdubai on Instagram using the tag #discoverthejourney.