Loblaw Cos. Ltd. on Tuesday extended its sustainable seafood public awareness campaign to all company-owned and franchised stores across Canada.
The announcement comes less than a month after Canada’s largest food retailer marked the one-year anniversary of its sustainable seafood pledge with an update on its progress, including sourcing only sustainable seafood by 2013.
On Tuesday, Loblaw launched its sustainable seafood Web site, designed to help Canadian consumers grasp the importance of sustainable seafood.
The company also unveiled that it increased the number of Marine Stewardship Council-certified products it sells to 19, up from 16 less than a month ago. PC® Blue Menu™ Wild Pacific Cod Fillets is among the MSC-certified products it now offers.
“We take our responsibility very seriously, including our commitment in supporting the health of our oceans,” said Paul Uys, Loblaw’s VP of sustainable seafood. “We believe that an engaged and educated consumer is the ocean’s most powerful ally, so we remain committed to our public awareness campaign about the importance of sustainable seafood in an effort to keep the issue top of mind with Canadians.”
Loblaw kicked off its sustainable seafood public awareness campaign in select company-owned and franchised stores in February. As part of the campaign, the retailer is making the documentary The End of the Line available to more than 700 Canadian schools, providing educators with a forum to talk about sustainable fishing.
Loblaw also created a Facebook page to share information about its sustainable seafood commitment and encourage dialogue among its customers.
A subsidiary of George Weston Ltd., Loblaw operates more than 1,000 stores across Canada.
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