Sobeys rolls out seafood traceability system


SeafoodSource staff

Published on
September 20, 2011

Sobeys on Wednesday announced that it’s the first Canadian supermarket company to offer an “innovative and comprehensive” seafood traceability system that provides customers with “unprecedented visibility into the quality and sustainability of the seafood they eat.”

Through a partnership with Ecotrust Canada’s Thisfish™ traceability program, Sobeys customers can now trace seafood back to the fisherman who caught it, the fishing area where it was caught and the fishing method used.

“It not only provides Canadians with a robust set of information about the source of their seafood, it directly connects them to the fishermen that catch their fish,” said David Smith, Sobeys’ VP of retail strategy and sustainability.

Marketed under the Sensations by Compliments name, the seafood items in the program currently include Marine Stewardship Council-certified Wild Sockeye Salmon Fillets, Wild Pacific Halibut Fillets, Wild Albacore Tuna Portions and Wild Black Cod Fillets. Customers that buy the seafood items will find a unique code to input at and a QR code to scan using a smartphone.

The seafood items are currently available at Sobeys stores across Canada and at Thrifty Foods and IGA stores in Western Canada. Based in Ontario, Sobeys owns or franchises more than 1,300 stores in all 10 Canadian provinces under numerous banners.

Sobeys’ new seafood traceability system is part of a sustainable seafood sourcing policy that the retailer unveiled last year. At the time, Sobeys said it is committed to working with problematic fisheries and farms on improving their practices instead of simply “delisting” unsustainable species.

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