Hiller’s Markets, a seven-store grocery chain based in Southfield, Mich., is proactively promoting healthy foods to its customers. To that end, it implemented a sustainable seafood program with the Monterey Bay Aquarium about a year ago and hosts free “health tours” of its stores for people with health conditions such as diabetes and cancer. The tour participants hear from doctors and dietitians about their diseases and how the right foods can help their conditions. Now Hiller’s executives plan to expand those health tours to include its stores’ seafood departments.
SeafoodSource recently talked to Hiller’s VP Justin Hiller about sustainability, seafood’s healthful benefits and sourcing fish.
Blank: Describe your seafood sustainability program.
Hiller: We want to create an atmosphere that is safe for both the consumer and ecosystem. To achieve this, Hiller’s has created a “Safe Seafood List,” available at all Hiller locations, that identifies sustainable seafood plus good alternatives, using a color-coded system. We have labeled seafood that is on the “safe list” as green, and yellow signifies good alternatives. We do not put any of the red items out.
How does Hiller’s promote and explain sustainable seafood to its customers?
Our president has highlighted sustainability in his blog. My community-relations director runs health tours for between 30 and 50 customers. In a future month, we will do a tour that focuses on sustainable seafood.
The color-coded labeling system is clearly posted at all seafood counters, and we have printed information in the store. Although seafood sales have not really gone up [as a result of moving to sustainable seafood], we want to be a part of the solution. It is the right choice.
Why did you decide to move to a sustainable seafood program last year?
Shoppers pushed us to do this. We had several customer e-mails that came through, and we moved forward with it. Now we make sure part of our mission is to ensure that we offer a full spectrum of sustainable seafood. We try to purchase as much sustainable seafood as we can. It is a trend we are trying to follow more and more, especially as certain fish get closer to extinction. Most of the seafood department is now sustainable.
Which suppliers help you find sustainable seafood on a regular basis?
We work with United Seafood Co. and Fortune Fish Co.
