Loblaw takes steps toward sustainability

Loblaw Cos. Ltd. is taking steps to meet its goal to source only sustainable seafood sold in its stores by the end of 2013.

Starting on Thursday at select corporate stores across Canada, fresh seafood counters will display empty trays where “at risk” fish were once displayed. The goal is to create a visual message to help educate consumers about sustainable seafood choices. The trays will be filled when a viable sustainable replacement can be supplied.

“As Canada’s largest buyer and seller of seafood, Loblaw has taken a hard look at the challenges facing the world’s oceans and what it means to us,” said Paul Uys, VP of Loblaw’s Fresh Foods. “We believe it’s critical that Canadians understand this important issue, and the changes at our fresh seafood counters are among the first steps we have taken to educate customers as to why Loblaw is committed to sourcing all seafood sold in our stores from sustainable sources.”

Loblaw is working with partners including World Wildlife Fund-Canada and the Marine Stewardship Council, in addition to marine scientists, and conservation and fisheries to meet its commitment.

Loblaw made the announcement in May 2009 to source all seafood sold in its retail locations from sustainable sources. The goal is driven by its corporate social responsibility pillar, source with integrity.

In 2008, the company launched 10 MSC-certified seafood products.

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