Get the number of that fish!

WHAT DO YOU GET when you combine the Japanese love of new technology and gadgets with their insistence on food freshness and concerns caused by recent incidents of falsely labeled food products, particularly those from overseas?

Maritime mug shot

Several possibilities come to mind, but one is now undergoing trials conducted by the Nagasaki Prefectural Institute of Fisheries and the Yokohama-based National Research Institute of Fisheries Science. The two groups are working with a Nagasaki fishing cooperative to test the viability of a system in which tags with QR codes are placed on individual fish to allow consumers to trace the region where it was caught, the cooperative that caught it, the network used to distribute it, and the date it was shipped. It’s the first system of this type in Japan, and one of the innovations for this particular application is that the tags don’t require a special reader.

Here’s how it works: Consumers use their cell phones to photograph the QR code on the tag attached to the fish head, connect to the Internet, access a site jointly operated by the Japan Fisheries Association (link at right sidebar) and the Fishing Boat and System Engineering Association, and get the fish story firsthand. In fact, consumers don’t need even need a cell phone camera—they can get the same information by using their PCs to input the tag number at the website.

The fish being used for the trials is a type of horse mackerel (aji in Japanese) caught in the strait between the Goto Islands and Nagasaki Prefecture. Reports say this fish was selected because it’s easier to trace from catch to shipment, though the reports didn’t say why. Each of the 150 fish in the initial trial shipment weighs at least 250 grams (8.8 ounces). They will be sold for about JPY 1,000 apiece (about $US 11.11) within four or five days at Tokyo department stores, which are about 966 kilometers (600 miles) away from the point of shipment.

The two groups conducting the trial say the system could benefit consumers because it will enable them to quickly check fish quality and freshness. That’s not always easy to determine with the naked eye, and some Japanese distribution routes are complicated. The consumer will also know just where the fish was caught.

The fishing co-ops hope it promotes this particular kind of fish and boosts slack fish prices. The trials are also being used to determine the amount of work required to tag each fish and the amount of additional distribution costs. The system will go into full-scale operation if it functions smoothly and if the producers and the consumers are comfortable with it.

Here’s the website that will be used for the system, for those who read Japanese.

Now I ask you: Did you ever think you’d see the day when you could use your own telephone while shopping at a retail outlet to check the freshness of a fish on display in a bin?