Germany’s No. 1 food retailer is teaming up with the Marine Stewardship Council for an in-store campaign aimed raising awareness of sustainable fisheries and the MSC eco-label at supermarkets in the Rhine-Ruhr region.
EDEKA is peppering its fresh fish counters and frozen and chilled seafood departments with point-of-sale materials highlighting seafood from MSC-certified fisheries. The campaign is supported by advertisements in the retailer’s in-store leaflet and online. Additionally, EDEKA’s fleet of delivery vans will be branded with the campaign.
According to EDEKA, German consumers are increasingly interested in sustainably sourced products. “This is why EDEKA is committed to offering a wide range of sustainably caught fish. We have worked hard with our suppliers to expand our MSC-labeled seafood range over the past few months and would like to inform our customers of the results,” said Karen Baethke, quality manager at EDEKA Rhine-Ruhr.
EDEKA is made up of seven regional cooperatives. Its Rhine-Ruhr region covers North Rhine-Westphalia and neighboring areas in Rhineland-Palatinate and Lower Saxony.
