The Save Mart Companies, which operates nearly 200 Save Mart and Lucky grocery stores along with 54 FoodMaxx value-format stores, has become the first company to utilize the Best Aquaculture Practices’ (BAP) “Seafood You Can Trust” marketing toolkit.
The Seafood You Can Trust toolkit equips retailers and foodservice operators with a suite of customizable assets, including in-store signage, digital banners, social media content, and recipe-driven storytelling as part of a new, insight-driven campaign designed to help retailers and foodservice operators more effectively market responsible seafood sourcing at the point of purchase.
The integrated approach ensures consistent messaging from the backroom to the seafood counter, strengthening both customer understanding and associate confidence, according to BAP.
To that end, Modesto, California, U.S.A.-based Save Mart is deploying campaign messaging via in-store displays, weekly recipes, social media content, and more at its Save Mart and Lucky stores.
“Responsible sourcing is at the heart of how we serve our customers. As the first retailer to activate Seafood You Can Trust, The Save Mart Companies are setting a new standard for transparency at the seafood counter,” The Save Market Companies Vice President of Meat and Seafood Bill Booth said, adding that the BAP label gives shoppers a “trusted, easy way to choose responsibly sourced seafood, and we’re proud to lead that effort in our stores and communities.”
According to BAP Marketing Director Elise Avallon, the campaign with Save Mart is about more than visibility.
“It’s about giving shoppers a clear, trusted shortcut to make better seafood choices,” she said.
BAP further explained that the campaign arrives at a pivotal moment for the seafood industry, as shoppers increasingly seek transparency, traceability, and confidence in their purchasing decisions.
