Loblaw to Introduce Fresh Certified Sustainable Seafood

Seafood lovers can now purchase Marine Stewardship Council (MSC) certified Pacific sockeye salmon, Pacific cod, Pacific halibut and Atlantic haddock at the fresh seafood counter at select Loblaws stores in the Greater Toronto Area (GTA). To complement the new fresh MSC-certified seafood from Loblaw, select GTA area President's Choice Cooking Schools will offer sustainable seafood focused cooking classes.

The MSC is the world's leading certification and ecolabelling program for sustainable wild caught seafood. The MSC ecolabel can only be used once there has been independent verification that the seafood product being sold originated from a certified sustainable fishery.

"We know that Loblaw customers will feel just as good as we do that sustainable seafood is now available from our fresh seafood counters," says Paul Uys, vice-president, sustainable seafood, Loblaw Companies Limited. "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!"

MSC certification is one of few global sustainable seafood standards that relies on third party validation. To gain MSC certification Loblaw was assessed by an independent certifier to ensure Loblaw met MSC chain of custody standards. These standards ensure 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."