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This paper presents an industrial implementation of traceability in a fresh fish supply chain. A number of critical success criteria were identified as result of this implementation. The ability to identify benefits to be gained from implementation of electronic chain traceability was identified as one of these. If a company cannot identify any benefits carrying out an implementation, the motivation will rapidly drop. This will affect the willingness to invest in any technology needed to achieve better documentation of produced products. A conclusion from this study is that the motivation is central, because it influences all other critical success criteria.