The Marine Stewardship Council on Monday announced that it’s teaming up with three major seafood companies and one of the world’s largest retailers to raise awareness of sustainable fisheries among French consumers.
The marketing campaign — dubbed Les Jours Bleus, or The Blue Days — will run from 27 January to 2 February in Carrefour Market stores and from 16 to 23 February in Carrefour Hypermarchés stores. Findus, Connétable and Labeyrie are supporting the initiative.
The campaign is designed to encourage French consumers to seek out the MSC eco-label. Carrefour stores will put a range of MSC-labeled seafood products on display; the retailer has been selling MSC-labeled products since February 2008 and now offers 25, more than any other French retailer.
According to the MSC, this is the first in-store campaign promoting MSC-labeled products ever organized in France.
“For Carrefour, it is important to offer our customers seafood products that support the healthy management of our marine resources. The MSC is at the very heart of the Carrefour Group’s seafood sourcing policy,” said Hervé Gomichon, the company’s global quality director.
“By taking part in this campaign and promoting their MSC-labeled range in stores, Findus, Connétable and Labeyrie are the first French brands to demonstrate such an active commitment to a sustainable future for seafood,” added Nicolas Guichoux, MSC regional director for Europe. “Carrefour … is responding to increasing consumer demand for fully traceable and sustainable seafood products.”
Findus is France’s No. 1 frozen seafood brand, while Connétable is a leader in canned sardines and Labeyrie is a leader in smoked salmon and foie gras.
Last week, Limfjord by Vilsund Muslinge Industri blue mussel harvest became Denmark’s first fishery and 61st fishery worldwide to obtain MSC certification.
