Dutch retailer Albert Heijn this week launched its third in-store campaign promoting Marine Stewardship Council-certified seafood under its private label AH pure&honest. It is the Netherlands’ largest retailer of MSC products.
In stores throughout the Netherlands, point-of-sale materials, including shelf signs and on-pack booklets, aim to raise customer awareness and help customers make sustainable seafood choices. The retailer is also offering 25 percent off all sustainable seafood products this week and holding a contest in which the winner receives a dinner for two at an MSC-certified restaurant. The campaign is also supported by a sustainable seafood recipe contest for customers and employees, a consumer event on 17 March at a store in Muiden, and online.
Albert Heijn launched its first MSC-labeled products in 2009, and since then it has widen its range to include 28 MSC-certified products.
“In store marketing is an important driver for consumer awareness and changing shopping behavior,” said Nathalie Steins, MSC manager for Benelux (Belgium, the Netherlands and Luxembourg). “Market leaders such as Albert Heijn are among businesses helping grow the global market for sustainable seafood. This campaign will encourage consumers to look out for sustainably-sourced seafood products. The more people choose MSC labeled seafood, the more fisheries are encouraged to transform their business to a sustainable basis and this, in turn, will help to protect fish stocks worldwide.”
