Sobeys offers traceable seafood

September 28, 2011

Imagine tracing your fresh fish catch not only to the fisherman who yanked it in but also the boat he used to do the fishing.

Just recently Sobeys Inc. has decided to do just that with the launch of its sustainable seafood traceability system which provides Canadians with unprecedented visibility into the quality and sustainability of the seafood they eat.

Through a partnership with Ecotrust Canada's Thisfish traceability program, Sobeys customers can now trace a variety of fresh seafood products and frozen Sensations by Compliments seafood right back to the fisherman who caught it, the boat it was caught from, the fishing area where the catch took place and the fishing method used.

"Sobeys Inc. is proud to be the first Canadian grocery retailer to offer an innovative and comprehensive seafood traceability system that focuses on more sustainable sources and allows customers to verify the authenticity and quality of their seafood purchases," says David Smith, V-P of retail strategy and sustainability. "It not only provides Canadians with a robust set of information about the source of their seafood, it directly connects them to the fishermen that catch their fish."

Through the transparency that seafood traceability provides, customers are able to understand where their seafood comes from, make informed decisions about their seafood purchases and be confident in knowing that the products they buy were caught and handled using responsible fishing practices and processes, said Smith.

From oceans to dinner plates, traceable seafood products are uniquely coded and tracked from the time they are caught through to their journey to Sobeys Inc. stores to give customers a behind-the-scenes, full-access look into their seafood purchase: Its origin, preparation tips and delicious recipes, photos of the boat and crew, the captain's logbook, as well as information about Sobeys Inc.'s sustainability initiatives.

Customers even have the option to send a note directly to the fisherman that caught their fish. We don't know if you can invite them over for dinner!

Traceable seafood products are available at Sobeys stores across the country, as well as Thrifty Foods and IGA stores in Western Canada. The traceable frozen Sensations by Compliments lineup includes sustainable seafood products certified by the Marine Stewardship Council:

Sensations by Compliments Wild Sockeye Salmon Fillets, Wild Pacific Halibut Fillets, Wild Albacore Tuna Portions and Wild Black Cod Fillets.

The assortment of traceable fresh seafood varies by store based on regional and seasonal availability.

Powered by and in partnership with Ecotrust Canada, customers can trace their fresh seafood by inputting a unique code found on the product packaging on www.thisfish.info. On traceable Sensations by Compliments seafood, customers will find a unique code to input on Compliments.ca/madewithcare and a QR code to scan using a smartphone.

Company officials state In addition to its consumer benefits, the fishermen who proudly stand behind their seafood products are encouraged by the opportunities that this traceability system provides and are inspired to take even greater measures to ensure the sustainability of their fishing practices.

"As fishermen, it's great for my crew and me to realize that somebody around the world is buying our fish, and that they can look at who we are and where we come from," says Vic Amos, a B.C. fisherman. "Traceability goes back to high quality and sustainability goes back to accountability, so it's important for me to ensure that I fish sustainably and deliver a high-quality product, too."

"Sobeys is committed to helping to ensure the long-term viability of seafood and will continue to look for opportunities to provide customers with the information they need to make informed purchase decisions and to further the cause of responsible seafood sourcing," adds Smith.

Sobeys Inc.'s sustainable seafood traceability system is part of a larger effort the Company is undertaking in actively promoting seafood sustainability. For more information check out Sobeyscorporate.com/sustainability.

Rita DeMontis ,Toronto Sun

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