About Trace Register

Founded in 2006, we serve more than 50 countries.

At Trace Register, we know that data isn’t just about numbers, dates or products—it’s about people. Our goal is to put the power of technology to work to help people in their jobs, make companies more successful and ensure customers are happy.

The Trace Register team spans three continents and includes leaders with a depth of industry expertise and knowledge about global perspectives.

Phil Werdal

Phil Werdal

Founder and CEO

Phil leads the Trace Register team and develops the company’s strategy. He brings 40 years of experience in the seafood industry. Phil co-founded and served as president of Jubilee Fisheries, a fully integrated fishing company that caught and froze bottom fish in Alaska. One of his previous roles included serving as a United States Government fisheries observer on board Japanese surimi-producing vessels in the Bering Sea, and with a Japanese whaling fleet in the Antarctic Ocean. For 20 years he served as the representative agent in Japan for the United States Surimi Commission. Born and raised in Japan, he has a deep understanding of, and respect for, Asia’s social, cultural and business traditions. Phil received a BA in Business Administration from the University of Washington. His diverse background and unique perspective on global seafood supply chains is the inspiration for Trace Register.

Dr. Dag Heggelund

Dr. Dag Heggelund

Executive Vice President and Chief Technology Officer

Dag leads technology, innovations and operations for Trace Register. He brings 30 years of experience as an industry recognized expert in software development and data quality, plus an extensive background in mathematical modeling. Dag founded and served as CEO of InnerLogix, a technology company focused on research and development within the field of information and data quality assessment and improvement. Previously, he served as the Data Quality Business Manager for Schlumberger, the world’s largest oil field services company. He received his BS, MS and PhD in Petroleum Engineering from Texas A&M University and has been published in numerous journals on data and information quality. Born and raised in Norway, Dag brings unique global perspectives to Trace Register’s thought leadership.

Stephen Pratt

Stephen Pratt

Vice President of Sales

Stephen is the Vice President of Sales for Trace Register. He demonstrates to current and prospective customers how the Trace Register solution can be used to proactively reduce risk, prevent problems plus increase productivity and margins. His seven years of experience related to the integration of supply chain data with enhanced traceability analytics, enables him to show the value it adds to the entire supply chain. Stephen has cross-cultural work experience and is known for his ability to simply communicate complex concepts and ideas to diverse audiences. At Trace Register, Stephen has held various roles related to customer support, product development, marketing and sales. He is dedicated to ensuring customers have the right solution to be successful.

Peter Larkins

Peter Larkins

Vice President of Customer Service

Peter has led Trace Register’s global customer service team since 2008. He enjoys working with clients and brings extensive global experience related to fisheries and aquaculture production. His education includes a BS in Marine Biology and Oceanography from University College of North Wales (UCNW), Bangor, United Kingdom; an MS from the University of Stirling, United Kingdom; and an MBA from the Open University, United Kingdom. Peter has worked with wild fisheries in New Zealand, Scotland and the Falkland Islands. He has extensive experience with private and governmental bodies related to warm-water aquaculture production, disease control and selective breeding programs in eight Latin American countries plus the Middle East and Asia.

Bill Franceschine

Bill Franceschine

Vice President of Development

Bill has been a dedicated member of Trace Register’s development team since 2007. He leads the development team, plus efforts around strategy formation and development projects. Bill brings more than 25 years of software development experience and has worked on a range of projects that include medical office software management, large retail grocery management, and lumber products software management. He holds an AA in Electrical Engineering, Computer Design and Programming from I.T.T. Technical Institute, Spokane, Washington.

Sayo Morita Kijima

Sayo Morita Kijima

Customer Service Asia Manager & Quality Assurance Manager

Sayo coordinates the Trace Register Asia Customer Service team, ensuring clients around the globe receive support. Sayo is based in her home country of Japan, but spent several years in Seattle, Washington. She comes from a tradition of food industry involvement as her father was a fishing boat captain and seafood company manager, instilling in Sayo a passion for exceptional quality food. She brings years of customer service experience and a BA in English from Kanagawa University in Kanagawa, Japan.

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