The Atlantic White Shark Conservancy has tagged the great white shark that now carries the name of Stop & Shop’s in-store robot, Marty. The tagging closes out a summer campaign the Quincy, Massachusetts-based grocer launched in June.
Researchers working with the Massachusetts Division of Marine Fisheries tagged the 10-foot female – the first newly identified white shark of the 2026 season – on July 16. She has stayed close to the Outer Cape since, with her acoustic tag pinging a receiver off North Truro 15 times, most recently at 5:32 p.m. on Aug. 2.
The campaign paired the search with a limited-edition Shark Marty plush toy sold at participating stores in Massachusetts and Rhode Island beginning June 22. Twenty percent of proceeds from each plush goes to the conservancy, contributing to Stop & Shop’s broader $10,000 commitment.
“We’re excited to officially welcome Shark Marty to Cape Cod and celebrate the important research and conservation work of the Atlantic White Shark Conservancy,” said Roger Wheeler, president of Stop & Shop. “We hope Marty sparks curiosity and inspires people across the region to learn more about these remarkable animals.”
According to an online search, the Shark Marty plushes are largely sold out, but can be found on online marketplaces like eBay.
Tracking Marty
The acoustic tag placed on Marty transmits a unique signal picked up whenever the shark passes within range of a receiver along the coast, generating data on behavior, movement and population dynamics. Detections are published on the conservancy’s free Sharktivity app, which also carries sightings and beach alerts.
“Now that Marty has been tagged and identified, we expect she’ll quickly become a fan favorite as people follow her journey along the coast,” said Cynthia Wigren, CEO of the Atlantic White Shark Conservancy. “Tracking her is exciting for the public, but for our scientists it’s also incredibly valuable. Every time Marty passes one of our acoustic receivers, she provides new data that helps us better understand how white sharks use these waters.”
This is the second year of the partnership. Stop & Shop, an Ahold Delhaize USA company, operates more than 350 stores in Connecticut, Massachusetts, Rhode Island, New York and New Jersey.