--- title: Fishy QR codes and deep sea transparency image: https://www.davidmeermanscott.com/hs-fs/file-1604284526-jpg/blog-files/6a00d83451f23a69e20162fbfa75f7970d-120wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2011/10/fishy-qr-codes-and-deep-sea-transparency.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Fishy QR codes and deep sea transparency October 28th, 2011 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1604284526-jpg/blog-files/6a00d83451f23a69e20162fbfa75f7970d-120wi.jpg?width=120&height=108&name=6a00d83451f23a69e20162fbfa75f7970d-120wi.jpg) This past weekend, the *Boston Globe* ran a fantastic series of [investigative articles](http://articles.boston.com/2011-10-24/business/30317057_1_white-tuna-true-world-foods-escolar) on the fish business. It turns out that DNA testing organized by the *Globe* revealed nearly half of 183 fish samples collected at restaurants and supermarkets in the Boston area were not the species ordered. **As a fish lover and frequent restaurant patron, this is certainly stinky!** Fish misidentification is especially common at sushi restaurants the *Globe* found, partly because they use various names for the same fish. Testing showed that 32 area restaurants that serve sushi sold misnamed fish. **But there is hope in the form of QR codes! ** [![Trace and trust](https://www.davidmeermanscott.com/hs-fs/file-1604284526-jpg/blog-files/6a00d83451f23a69e20162fbfa75f7970d-120wi.jpg "Trace and trust")](http://freshspot.typepad.com/.a/6a00d83451f23a69e20162fbfa75f7970d-pi)A company called [Trace and Trust](http://traceandtrust.com/), a network of fishermen, distributors, processors and restaurants, has organized a system that uses QR codes to track individual fish from the ocean to your plate. **What a fantastic use of QR codes in marketing! ** Trace and Trust tells customers exactly who caught their seafood, as well as when, where, and how it got caught. The community believes this level of transparency results in the highest quality and freshest possible seafood you have ever seen. The system delivers complete transparancy and is fun too. **Do you know who caught your seafood? ** [![Fish](https://www.davidmeermanscott.com/hs-fs/file-1604284541-jpg/blog-files/6a00d83451f23a69e20162fbfa7888970d-100wi.jpg "Fish")](http://freshspot.typepad.com/.a/6a00d83451f23a69e20162fbfa7888970d-pi)Here is a sample of a QR Code. If you were sitting at a restaurant, enjoying a meal, you'd be able to [scan the code and learn](http://traceandtrust.com/default.aspx?id=18&fishid=PR608) that Chris Brown landed your Summer Flounder on 10/20/2011 while fishing near Block Island. Captain Chris Brown’s vessel, the F/V Proud Mary, is docked in the harbor in Point Judith, Rhode Island. Wild Rhody shipped 45 pounds of this catch to Tastings Wine Bar and Bistro and 606 Congress. There's even a photo of Chris with the fish that you're about to take a nice bite out of. How lovely. **What a fantastic example of real-time marketing at work! ** [![Chris brown](https://www.davidmeermanscott.com/hs-fs/file-1604284556-jpg/blog-files/6a00d83451f23a69e2015392a5011f970b-500wi.jpg "Chris brown")](http://freshspot.typepad.com/.a/6a00d83451f23a69e2015392a5011f970b-pi) [Here are ten more examples of QR codes for real time marketing](https://www.webinknow.com/2011/09/ten-examples-of-qr-codes-for-real-time-marketing.html) [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Case Studies ](https://www.davidmeermanscott.com/blog/topic/case-studies) [ Real-Time Marketing & PR ](https://www.davidmeermanscott.com/blog/topic/real-time-marketing-pr) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Best Practices ](https://www.davidmeermanscott.com/blog/topic/best-practices) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/HubSpot%2020th.jpeg?width=800&height=448&name=HubSpot%2020th.jpeg) ### Congratulations Team HubSpot for 20 Years of Helping Organizations Grow June 12th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/congratulations-team-hubspot-for-20-years-of-helping-organizations-grow) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Scott%20Pryor.jpg?width=1500&height=771&name=Scott%20Pryor.jpg) ### How Filmmaking and Fronting a Rock Band Make Scott Pryor a Better Lawyer May 27th, 2026|1 min 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