At True Grade, we’re proud to announce our new digital traceability system powered by Wholechain®. The platform strengthens trust, transparency, and efficiency across complex global supply chains. Additionally, it helps us ensure full visibility from origin to onboard delivery.
The launch was announced at the Cruise Forward Conference, where we introduced our new Supplier Portal alongside Wholechain. The portal is now live online, connecting producers, processors, and cruise lines through verified digital records. Through this integration, suppliers and clients can share verified data in real time.
As a result, we’ve become the first cruise line distributor to deploy product-level traceability across our sourcing portfolio. With this milestone, we’re setting a new benchmark for transparency and responsible sourcing across the industry.
Connecting Global Standards for Modernized Cruise Supply Chains
Our integration with Wholechain captures Key Data Elements (KDEs) at every Critical Tracking Event (CTE)—from origin to onboard delivery. This ensures compliance with leading international frameworks for food safety and traceability, including:
- European Union’s Digital Product Passport (DPP): Links batch-level sourcing data, carbon metrics, and product origin details to digital passports that support interoperability with EU sustainability requirements.
- Veterinary and Sanitary Certification Systems: Digitally connects traceability data with veterinary certifications to improve sanitary control and document authenticity.
- Mexico’s National Traceability Norma: Aligns with Mexico’s evolving standards for seafood and agri-food exports, enabling standardized data sharing and easier market access.
- U.S. FSMA 204: Meets FDA Food Traceability Rule requirements, ensuring verified
sourcing and enhanced food safety.
By aligning these standards, we’re bridging compliance across the U.S., EU, and Latin American markets—positioning True Grade and our partners at the forefront of digital product identity and regulatory convergence.
Industry Perspectives
“Traceability is the connective tissue of the modern food economy,” said Mark Kaplan, Chief Sustainability Officer at Wholechain. “True Grade is demonstrating how cruise line supply chains can link Digital Product Passports, veterinary systems, and local standards into one seamless digital record. This is how regulatory alignment drives efficiency and trust.”
“Cruise lines operate across multiple jurisdictions, which means transparency and compliance must travel as far as our products do,” said Tony Malave, CEO of True Grade. “With Wholechain, we’re giving our customers primary data on where their food comes from, how it’s produced, and how it meets emerging global standards.”
Leading the Way in Cruise Supply Chain Transparency
Our Supplier Portal empowers suppliers to upload certifications, traceability data, and advanced labeling. As a result, cruise line clients gain real-time visibility and digital compliance documentation.
The initial rollout focuses on seafood, ensuring complete traceability across every product. In 2026, we plan to expand to beef, poultry, pork, dairy, eggs, and key ingredients like vanilla.
Additionally, the platform will integrate carbon and biodiversity reporting frameworks. This integration will further support climate-smart sourcing and align with the EU Green Deal’s Farm-to-Fork Strategy.
Through this system, we’re continuing our commitment to sustainable, transparent, and responsible sourcing. Ultimately, it helps cruise lines and global partners meet evolving compliance and sustainability goals.
About Wholechain
Wholechain® enhances trust and coordination in fragmented supply chains through its blockchain-based traceability solution. A Better Food Future partner and Mastercard blockchain solution, Wholechain empowers companies to share verified data, meet traceability regulations, and communicate impact with confidence. Learn more at www.wholechain.com.
