Wits Commercial Enterprise (WCE) is helping protect consumers and the planet through cutting-edge science. In the SEAFOODSQ – DNA Sequencing of Massmart Seafood Samples project, WCE has partnered with Massmart Stores to verify the authenticity of seafood products sold across its retail chains, including Makro, Game and Jumbo. Led by Dr Angela Botes and Mr Michael Tobin, the project uses advanced DNA extraction, PCR and sequencing technologies to test seafood samples collected from Massmart stores. The goal is to ensure that what’s on the label is what’s actually in the package — and that threatened or red-listed species are not entering the market.

Seafood mislabelling is a growing global concern that can deceive customers, pose health risks, and harm marine ecosystems. By confirming species authenticity, the project supports ethical sourcing, consumer protection, and marine conservation. It also provides valuable training opportunities for postgraduate students, giving them hands-on experience in molecular biology and DNA sequencing technologies.

Wits Commercial Enterprise plays a pivotal role in project management, coordination, and quality oversight — ensuring seamless collaboration between scientists, technicians and industry partners. WCE’s involvement guarantees that research insights are translated into credible, actionable results that strengthen supply chain transparency and consumer trust. As the project team notes, WCE’s analytical and consulting services go beyond data — they drive discovery, support sustainability, and create real-world impact.

The success of SEAFOODSQ has sparked plans to expand the study to a broader range of seafood samples, further strengthening traceability and sustainability practices within the retail sector. Through initiatives like this, Wits Commercial Enterprise continues to demonstrate how university-based expertise can deliver practical solutions that protect consumers, preserve biodiversity, and promote ethical business practices — proving that science in action leads to real impact.