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Labels Sway Seafood Shoppers

Liz Webber
Mon, 2013-01-14 14:36

“Slowly but surely our customers stopped buying the red. And it was a combination of them actually not buying the red and us being able to work with FishWise to source alternatives to the red products that we were carrying.”
— Rex Stewart, co-owner, New Leaf Community Markets

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"The traffic light version relies on experts to sift out the complex information and give it to stores and consumers in a very easy to process way,” says Leah Caplan, chief food officer at Metcalfe’s.

Seafood traffic light labels — which designate fish as red, yellow or green based on its level of sustainability — push consumers towards the more sustainable purchases and may even boost sales in the department, retailers that use such programs said. New Leaf Community Markets pioneered a traffic light system with the nonprofit FishWise in 2002. The eight-store, Santa Cruz, Calif.-based chain now only stocks seafood that is labeled green or yellow. “And slowly but ...

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