Holland America Line on Thursday announced that it is rolling out its new sustainable seafood program.
The Seattle-based cruise line company is launching the program with its 2011 Alaska and Europe cruises, and it plans to extend the program worldwide across its 15-ship fleet over the next year. The line — which calls on 354 ports in 98 countries and territories — has provided sustainable seafood specifications to all of its seafood suppliers and modified its procurement process to achieve its goal of offering only responsibly sourced fish.
The program stems from a partnership Holland America initiated with the Bellevue, Wash.-based environmental NGO Marine Conservation Institute last year. To determine the sustainability of a particular seafood item, Holland America Line and Marine Conservation Institute refer to well-established seafood-buying guides from organizations including the Monterey Bay Aquarium’s Seafood Watch program, Blue Ocean Institute, Environmental Defense Fund and World Wildlife Fund.
“Our sustainability program is an important element in our ongoing commitment to oceans on which we sail and to being responsible corporate citizens in every aspect of our business,” said Richard Meadows, executive VP of marketing, sales and guest programs at Holland America. “We are proud to roll out this program and know our guests will appreciate the fact that their seafood menu selections are responsibly sourced and help promote the continued availability of fish species that are essential to a biologically diverse marine environment.”
Added Dr. Elliott Norse, president and founder of Marine Conservation Institute: “Through leading by example, [Holland America] conveys an important message to their guests, staff, colleagues and particularly to the suppliers that provide seafood to a large company. What better way than through consumer purchasing behavior to stress to suppliers the need for responsible fishing practices.”
