A New Era for Souq Al Jubail: Sharjah Pioneers Digital Traceability in Fisheries in Partnership with Seafood Souq

Seafood Souq is proud to announce a groundbreaking partnership with Sharjah Asset Management that has delivered the region’s first end-to-end digital traceability system for the fisheries sector. This innovative platform — launched at the iconic Souq Al Jubail — marks a pivotal moment in the way seafood is tracked, verified and traded across the emirate and beyond.

For the first time in the UAE and the wider region, every fishing operation can now be documented digitally, with unique QR codes assigned to each vessel. These codes enable instant verification of licence details, catch type, species and origin — from the moment a boat leaves port to the point of sale in market or on plate. This end-to-end system transforms traditional methods of oversight and builds trust on verified data rather than impressions or guesswork.

The digital transformation of Souq Al Jubail has enhanced not only the quality of the market but also its management efficiency. By digitising administrative and monitoring processes, the system reduces operational costs, streamlines audits, and establishes a robust digital record for regulators, traders and consumers alike. In doing so, it strengthens consumer confidence in locally-sourced seafood and supports responsible marine resource management.

This initiative is firmly aligned with Sharjah’s wider vision of innovation, sustainability and national food security. By embedding data at the core of the fisheries ecosystem, Sharjah is setting a benchmark for smart governance and responsible growth in the blue economy. Omar Al Mulla, CEO of the Investment Sector at Sharjah Asset Management, emphasised that this system not only enhances marine resource oversight but also reinforces trust in local products and advances environmental and social responsibility.

Early results from the digital platform are already encouraging. More than 140,500 kilograms of seafood from 139 vessels — covering 53 local species — have been verified from a single landing site, demonstrating faster verification, reduced registration errors and broader opportunities for fair competition among fishermen.

Beyond improving traceability and transparency, the system raises production efficiency, reduces waste, and opens up wider opportunities for fishermen to compete on quality. Plans are already underway to expand the platform to additional fishing landing sites in Hamriyah and Kalba, with future ambitions to scale nationally across all seven emirates in collaboration with the Ministry of Climate Change and Environment (MOCCAE).

At Seafood Souq, we envision a future where digital traceability empowers every link in the seafood value chain — from catch to consumer. This project is not only a milestone for Sharjah but also a blueprint for sustainable fisheries management across the UAE and the wider region.

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