what you see is not what you get.

When we first started talking to the fish farming industry in Norway about blockchain,

they didn't know what it was.

The global demand by consumers for information about the food that we eat is increasing.

We want to know that the food is healthy,

that it comes from a sustainable source

and that it has been ethically raised.

Global fish stocks are depleting all over the world,

and the only way to control this is through regulation and transparency.

Open systems such as IBM Food Trust allows all the actors

in the supply chain to share information in a safe and secure manner.

What makes this partnership special is that we are truly partnering.

IBM brings technology in the form of blockchain, IoT and AI.

Atea brings the local knowledge and the local capabilities.

So together, we can truly build something special.

The fish farming industry in Norway has really dived into this.

And we have used time to explain to them why blockchain, especially,

is securing the transactions from egg to food.