Jumbo’s Tilapia is grown in a natural environment of Lake Toba in Indonesia. Lake Toba is the largest volcanic lake in the world. The lake is one of the most important resources of the local population. Therefore, it is vital that the ecosystem, with all its ecosystem services, is preserved so it can support future generations by means of sustainable production processes. In the Netherlands, tilapia growing practices are often associated with high antibiotic usage and environmental degradation. Jumbo and its supply chain partners, Mayonna, Seafood Connection and Regal Springs, the tilapia producer from Indonesia, are intending to prove otherwise. They claim that the fish is responsibly produced under leading aquaculture fishery standards on both environmental and social fields. No antibiotics, harmful chemicals and preservatives are used in the entire supply chain. Next to that Regal Springs pays minimum wages and in-kind benefits to workers, which is backed by audit reports. To convince the consumers of these claims on the provenance and responsible production practices of the filets, both socially as environmentally, a blockchain-based traceability solution of SIM is applied to the supply chain.