Migros launches first ASC certified trout

Switzerland’s largest retail company has become the first in the world to offer farm-raised trout certified by the Aquaculture Stewardship Council (ASC).

Migros is now offering its customers two smoked trout fillet products under the MIgros M Classic brand. The trout comes from the ASC-certified Danforel Christiansminde Farm in Denmark. The store already offers ASC-certified tilapia and pangasius products.

“ASC is globally recognised and has rigorous criteria, so our customers can be assured that our ASC certified products can be traced back to a responsibly managed farm,” said Sandra Hinni, fisheries sustainability project manager at Migros.

Hinni said 94 percent of fish sold in Migros stores comes from responsible sources, and the goal is to have all of its seafood responsibly sourced by 2020.

“We applaud Migros for their efforts to support responsible fish farming and their contribution to environmental and social responsibility in aquaculture,” said Esther Luiten, ASC’s commercial marketing manager. “Migros has been a supporter of ASC since 2011 and in 2012 became one of the first retailers to offer ASC certified products to customers.”


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