Loblaw Progresses Toward 100 Percent Sustainable Seafood Goal

July 5, 2012

Loblaw Companies Ltd., reports it made considerable progress this past year toward its goal of sourcing 100 percent of its seafood from sustainable sources by year-end 2013.

Key milestones include industry collaborations as well as providing customers with more sustainable seafood options and improving awareness.

Loblaw's major achievements include tripling the number of Marine Stewardship Council (MSC) certified wild-caught seafood in stores from 22 in 2010 to 73 by year-end 2011.

The Canadian retailer also expanded WiseSource Salmon in Ontario and Quebec stores, and introduced the product throughout Atlantic Canada. The retailer also improved the management of its seafood buying process with the implementation of a vendor questionnaire earlier this year.

"For the balance of year, Loblaw remains focused on increasing engagement with consumers, suppliers and key industry stakeholders," said Paul Uys, vice president, sustainable seafood for Loblaw, which operates more than 1,000 corporate and franchised stores from coast to coast. "While we still have work ahead of us, we are confident that we have paved the road for success."

Loblaw has also engaged partners and vendors to source viable solutions for closed containment aquaculture as well as encouraged national brand vendors to implement MSC certification for their seafood products.

Educating and communicating with shoppers about seafood sustainability and the company’s progress is a key component of the plan. Loblaw communicates via www.oceansfortomorrow.ca, Facebook and various in-store marketing materials.

In 2012, Loblaw’s targets are to launch Aquaculture Stewardship Council (ASC)-certified WiseSource Tilapia in its stores as well as establish MSC Chain of Custody Certification for fresh seafood counters in corporate stores and distribution centers.

The goal is to also complete vendor questionnaire analysis by years-end to identify remaining high-risk species/stocks, and vendors unable or unwilling to meet Loblaw's criteria for sustainability.

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