Loblaw first retailer to offer fresh certified sustainable seafood

Certain Loblaws stores in the Greater Toronto Area are now offering Marine Stewardship Council (MSC) certified Pacific sockeye salmon, Pacific cod, Pacific halibut and Atlantic haddock at the fresh seafood counter. In addition, select GTA area President's Choice Cooking Schools will offer sustainable seafood focused cooking classes.

"We know that Loblaw customers will feel just as good as we do that sustainable seafood is now available from our fresh seafood counters," said Paul Uys, vice-president, sustainable seafood, Loblaw Cos. Ltd. "Despite this exciting progress there is a lot more work to be done–on our own and with others–to accelerate the pace at which we can make available more MSC-certified products in coming months–stay tuned!"

The MSC is a certification and ecolabelling program for sustainable wild caught seafood. The MSC ecolabel relies on third-party validation and to meet its standards, MSC-certified fresh fish is kept separate from other seafood from the time it leaves the fishery to when it is purchased by a consumer. This includes transport, receiving, handling, storage and display.

"Loblaw's commitment to sell only certified sustainable seafood by year end 2013 puts them among top industry leaders whose policies translate into actions that will have a significant impact on preserving our oceans and seafood resources," said Kerry Coughlin, MSC regional director, Americas. "The Marine Stewardship Council applauds Loblaw for the introduction of fresh MSC-certified seafood in stores."

Loblaw Cos. will also be presenting sponsor of the annual Toronto Zoo Seafood for Thought Fundraiser on June 22, which raises awareness of the importance of purchasing sustainable seafood. Toronto’s top chefs will prepare delicious tastings using sustainable seafood, with proceeds from the event supporting the Toronto Zoo’s Conservation Fund for projects that protect wildlife and wild spaces.

Loblaw continues to work to increase the number of MSC-certified products available in store and now offers MSC-certified no name® canned pink salmon and no name® canned sockeye salmon. Earlier this year Loblaw also introduced WiseSource Salmon in Ontario and Quebec, a more responsibly sourced farmed Atlantic salmon raised using the Integrated Multi-Trophic Aquaculture (IMTA) method. It is exclusive to Loblaw in Canada.

In May 2009, Loblaw made a commitment to source all seafood sold in its corporate and franchised locations from sustainable sources by the end of 2013, affecting more than 50 per cent of in-store departments, covering all canned, frozen, fresh, wild and farmed seafood products, in all categories, across all brands.