Sobey’s Sustainable Seafood Initiative

sobeys_seafood5_lrSobey’s issued a National Sustainable Seafood Policy in 2010 setting a 2013 goal of not selling any seafood species that have major sustainability issues unless its suppliers have science-based development plans and timetables for improvement.  It has pursued numerous initiatives on the supply and demand sides of this complex equations.  Among its consumer initiatives, the retailer generated tremendous media attention through its award-winning 2012 “Trace and Win” campaign encouraging shoppers to enter a code found on select seafood products into www.ThisFish.info to receive information on the fisherman who caught the fish and where, how and when it was caught.

By 2013, a total of 70 products from Sobey’s private label ‘Compliments and Sensations by Compliments’ line were MSC (Marine Stewardship Council) certified, for wild seafood, or BAP (Best Aquaculture Practices) certified, for farmed seafood.  Employee education is also critical: in 2013, more than 2,000 employees completed a sustainable seafood electronic learning module and hundreds more have participated in classroom style sessions learning about sustainable seafood.

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