Yexiao Food and Catering Management Co., which owns and operates the grilled fish takeaway restaurant chain Zhuge Legend, signed a memorandum of understanding with the Global Seafood Alliance (GSA) on 17 August.
Founded in 2013, Zhuge Legend currently operates more than 70 restaurants, mostly in northern China, offering both take-out and in-store dining. The chain’s ownership group has agreed to give priority in its purchasing to seafood originating from Best Aquaculture Practices (BAP)-certified facilities.
“Yexiao Food & Catering’s endorsement of BAP – the world’s largest and most-comprehensive third-party aquaculture certification program, with standards encompassing environmental responsibility, social accountability, animal health and welfare, and food safety – was driven primarily by BAP’s food-safety component, as concerns about food safety and sanitation amongst Chinese consumers are growing due to the COVID-19 pandemic," GSA said in a press release.
Grilled and barbequed fish has become a favorite with Chinese diners in recent years as the country’s catering industry sees an increased trend to restaurant chains competing for urban diners.
The agreement could be a potential accelerator for the BAP certification scheme in China, as consumers look to recognized brands as a guarantee of food safety and quality in what can often be a chaotic restaurant industry characterized by standalone and family-run restaurants.
“Foodservice plays such a major role in driving seafood demand, so it is vital to have leaders in this sector recognize the importance of responsible sourcing policies,” GSA Vice President of Market Development Steven Hart said.
Photo courtesy of Yexiao Food and Catering Management Co.