Bumble Bee Seafoods LLC is on track for a June launch of a website that lets consumers trace the origins of their tuna, via codes printed on cans that will provide information about where and how the fish were caught and by which fisheries.

The move comes in response to increasing interest among consumers about the provenance of products, especially food, said Bumble Bee CIO Tony Costa. “We’ve heard it loud and clear."

Whole Foods Market Inc.WFM +1.15%, for example, has technology projects underway to supply shoppers with data such as animal welfare ratings and whether a food contains genetically modified ingredients, as CIO Jason Bueschel told CIO Journal in September.

Satisfying consumer demand for supply chain information “can mean the different between a good and a bad corporate reputation,” said Stan Aronow, a research vice president at Gartner Inc.IT -0.31% Companies in other industries are also working to provide customers with detailed information about how their products were made, Mr. Aronow noted. That includes Intel Corp.INTC +0.23%, with its effort to build a “conflict-free supply chain” that avoids building computer processors with minerals from geographic regions known to exploit labor.

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