NIFA gives a voice to Irish fishermen and their stories with Digital Link
The National Inshore Fishermen’s Association (NIFA) was founded to represent and support Ireland’s small-scale fishing community, advocating for their interests and promoting sustainable fishing practices.
Unlike large food producers, NIFA’s primary mission is to protect the livelihoods of local fishermen, strengthen coastal communities, and preserve Ireland’s rich maritime traditions.
Unlike large food producers, NIFA’s primary mission is to protect the livelihoods of local fishermen, strengthen coastal communities, and preserve Ireland’s rich maritime traditions.
But in an increasingly competitive global seafood market, NIFA recognized a growing challenge: how to highlight the human stories behind Irish seafood products and create a direct connection between fishermen and consumers.
Consumers are no longer content with anonymous products—they want to know who caught their food, where it came from, and how it was sourced. Traditional packaging couldn’t deliver this level of transparency or storytelling.
NIFA saw this as an opportunity to elevate the voice of local fishermen and bring authentic, human stories to the forefront through innovative digital tools.
Consumers are no longer content with anonymous products—they want to know who caught their food, where it came from, and how it was sourced. Traditional packaging couldn’t deliver this level of transparency or storytelling.
NIFA saw this as an opportunity to elevate the voice of local fishermen and bring authentic, human stories to the forefront through innovative digital tools.
“Thanks to Digital Link, we can bring the stories of Irish fishermen directly to consumers, showcasing the care and tradition that go into every catch.”
Michael Desmond, Chairman of NIFA
Michael Desmond, Chairman of NIFA
Digital Link QR Codes as a bridge between sea and consumer
NIFA partnered with Digital Link to bring a new level of transparency and storytelling to Irish seafood.
By integrating next-generation QR codes on their packaging, NIFA created a seamless way for consumers to go beyond the label and discover the rich stories behind each product. QR codes serve as a gateway to detailed, dynamic landing pages, delivering essential product information in a way that feels personal and engaging.
When a customer scans a Digital Link QR code, they’re taken on a journey that connects them directly to the source of their food. They can access detailed nutritional information, allergen warnings, and usage instructions. But what truly sets this initiative apart is the storytelling element. The landing pages feature video content that highlights the fishermen themselves—their work, their environment, and the traditions they uphold. This human touch not only reinforces NIFA’s commitment to transparency but also brings a sense of authenticity and connection to every product.
The QR codes also provide information about the catch area, giving consumers a deeper understanding of where their seafood comes from and the sustainable practices behind it. The pages are fully adaptable, with content localization powered by AI that automatically adjusts language based on the consumer’s location. This means that whether someone is scanning a product in Ireland, Europe, or beyond, they receive the right content in the right language, fostering a personalized and seamless experience.
With this digital solution, NIFA has transformed their seafood packaging into a powerful communication channel. What was once a static label is now an interactive tool that strengthens trust, deepens consumer engagement, and reinforces the heritage of Irish fishing communities.
The partnership with Digital Link is enabling NIFA to showcase the story of each fisherman and ensure that the products they bring to market stand out for their authenticity, quality, and traceability.
When a customer scans a Digital Link QR code, they’re taken on a journey that connects them directly to the source of their food. They can access detailed nutritional information, allergen warnings, and usage instructions. But what truly sets this initiative apart is the storytelling element. The landing pages feature video content that highlights the fishermen themselves—their work, their environment, and the traditions they uphold. This human touch not only reinforces NIFA’s commitment to transparency but also brings a sense of authenticity and connection to every product.
The QR codes also provide information about the catch area, giving consumers a deeper understanding of where their seafood comes from and the sustainable practices behind it. The pages are fully adaptable, with content localization powered by AI that automatically adjusts language based on the consumer’s location. This means that whether someone is scanning a product in Ireland, Europe, or beyond, they receive the right content in the right language, fostering a personalized and seamless experience.
With this digital solution, NIFA has transformed their seafood packaging into a powerful communication channel. What was once a static label is now an interactive tool that strengthens trust, deepens consumer engagement, and reinforces the heritage of Irish fishing communities.
The partnership with Digital Link is enabling NIFA to showcase the story of each fisherman and ensure that the products they bring to market stand out for their authenticity, quality, and traceability.
Strengthening coastal communities through transparency and trust
For NIFA, this initiative is about more than just traceability—it’s about preserving and strengthening Ireland’s coastal communities.
By making seafood products fully traceable and highlighting the human stories behind each catch, NIFA is creating a powerful connection between consumers and the fishing community. Every scan of a QR code helps tell the story of Irish fishermen, fostering trust and appreciation for the people who bring fresh, sustainable seafood to the table.
Beyond consumer engagement, NIFA’s use of Digital Link QR codes also aligns with their broader mission to support the local economy and ensure the long-term sustainability of the fishing industry. These efforts help protect traditional ways of life while ensuring compliance with upcoming EU regulations, such as the Digital Product Passport.
Through this project, NIFA is paving the way for a future where fishing communities thrive, and the legacy of Irish seafood is preserved for generations to come.
By making seafood products fully traceable and highlighting the human stories behind each catch, NIFA is creating a powerful connection between consumers and the fishing community. Every scan of a QR code helps tell the story of Irish fishermen, fostering trust and appreciation for the people who bring fresh, sustainable seafood to the table.
Beyond consumer engagement, NIFA’s use of Digital Link QR codes also aligns with their broader mission to support the local economy and ensure the long-term sustainability of the fishing industry. These efforts help protect traditional ways of life while ensuring compliance with upcoming EU regulations, such as the Digital Product Passport.
Through this project, NIFA is paving the way for a future where fishing communities thrive, and the legacy of Irish seafood is preserved for generations to come.