Cynthia Asaf serves as the Chief Operating Officer at Pacifical and has been contributing to its mission since 2011. A passionate advocate for tuna sustainability, Cynthia has played an important role in promoting the sourcing of sustainable tuna across various markets and implementing systems that meticulously track and verify tuna supply chains.

Cynthia represents Pacifical on the GDST (Global Dialogue on Seafood Traceability) Partners Council, exemplifying a steadfast commitment to digital traceability and the advancement of the SmarTuna Platform. This innovative digital tool powered by Pacifical ensures unparalleled traceability and authenticity for sustainability claims tied to each production code. SmarTuna empowers fishing companies, processors, and brands by providing verified, data-driven transparency that enhances supply chain visibility, strengthens brand credibility, and supports comprehensive stakeholder reporting. Cynthia was instrumental in guiding Pacifical to become the first seafood company to achieve GDST capability and interoperability.

Cynthia holds a Master of Liberal Arts in Management from Harvard University and a Graduate Certificate in Corporate Sustainability and Innovation. Originally from Colombia, she earned a Bachelor’s degree in International Business from Universidad del Norte.