A JD.com China sale featuring several Asian and North American Best Aquaculture Practices seafood suppliers netted USD 60,000 (EUR 51,000).
The week-long promotion, from 9 to 16 July, featured 15 BAP-certfied seafood products, including salmon from Chile and Canada; pangasius from Vietnam; black tiger shrimp from Thailand; and pompano, tilapia, and Pacific white shrimp from China.
Suppliers included: True North Salmon, Marine Harvest, Vinh Hoan, Hainan Xiangtai Fishery, Hainan Qinfu Foods, Zhanjiang Guolian, US Fresh, and Thai Royal Frozen Food.
“We are so excited to continue to work with our strong partner in China, JD.com,” said Steve Hart, vice president and head of BAP’s China market development team for the Global Aquaculture Alliance, in a blog post on GAA’s website. “They have shown a true commitment to responsible seafood sourcing, and the efforts they are taking to promote that to Chinese consumers just proves their leadership role in China. As the largest seafood market in the world, it’s critical that the Chinese adopt sustainable sourcing policies, and we are proud to work with JD.com to lead these efforts.”
GAA agreed to a partnership with JD.com in March 2017, in which the two parties pledged to work together to raise awareness of responsible aquaculture and food safety amongst Chinese consumers.
During the promotion, a JD.com page offered discounts on the 15 products, along with a brief introduction of BAP. That page drew more than 47,000 visitors and generated 75,000 clicks.
The JD.com promotion is part of a larger effort by BAP’s market development team to continue to make inroads in the Chinese market through its retail and foodservice partners. Next up is a subway advertising campaign featuring BAP seafood, according to GAA.
