Massachusetts-based seafood supplier Stavis Seafoods has launched a new lifestyle seafood brand, SeaTru, in advance of Seafood Expo North America, the continent’s largest seafood trade event coming to Boston from 17 to 19 March.
Founded on principles of providing “delicious, high-quality seafood that is completely traceable, socially responsible, and sustainably sourced,” SeaTru includes only products that can clearly demonstrate a sustainable and socially responsible supply chain from ocean to plate, Stavis said in a press release announcing the brand. The brand’s initial products include retail-ready pasteurized crabmeat, Norwegian salmon, and seafood from the Prime Cuts Portion Program, such as salmon, halibut, swordfish, and tuna portions.
Qualifying for SeaTru requires that products be sourced from sustainably-certified ranked or domestic fisheries or from fisheries involved in comprehensive improvement projects, according to Stavis. Additionally, all SeaTru portfolio products must come from fisheries that are labor safe screened or audited, as a means to ensure compliance with the U.S. Department of Labor (USDOL) standards, the company said.
“We are incredibly enthusiastic about SeaTru because it is unique in the industry,” said Chuck Marble, CEO of Stavis Seafoods. “It is a true lifestyle brand that brings together great seafood, direct sourcing stories and the proof of ocean stewardship that consumers require. With SeaTru, seafood lovers can finally feel confident about the food they are eating. SeaTru ensures each product’s supply chain is responsible and backs it up by making those details available to the consumer. SeaTru eliminates any confusion or doubt about where our seafood is from or how it is sourced, making it the right choice for families and our oceans.”
The new brand achieves supply chain visibility by sourcing directly from its vessels as well as approved and audited partners – essentially, Stavis’ “boots are on the boats providing true sea-to-plate sourcing,” the company said. Such an approach allows Stavis to better oversee its supply chain efforts, and ensures that the supplier is sourcing honestly and responsibly-harvested seafood for the betterment of seafood communities around the world, it said.
Stavis plans to launch additional SeaTru products later in 2019, including traditional seafood recipes, cephalopod specialties, and lobster products, all of which meet the brand’s standards.
