The Global Aquaculture Alliance (GAA) teamed up with China e-commerce giant JD.com at Seafood Expo North America / Seafood Processing North America (SENA) this week in an effort to encourage the sale of responsibly farmed seafood among Chinese digital consumers.
A Memorandum of Understanding (MoU) was signed by GAA’s Best Aquaculture Practice’s division and JD.com’s perishable foods division, JD Fresh Food. The partnership will work to promote farmed seafood originating from BAP-certified facilities for an online campaign, which officially kicks off on 24 March.
“E-commerce is an exciting, new market for global seafood trade, and JD.com is a pioneer in these efforts with their fresh food platform for the China market,” said Steven Hart, Vice President of GAA. “The strength of JD.com, which allows users to purchase fresh or frozen seafood and have it delivered that same day, allows us the unique opportunity to build the BAP brand directly with the Chinese consumer.”
Seafood companies adhering to BAP’s responsible aquaculture practices – which encompass food safety, environmental responsibility, social responsibility, animal health and welfare, and traceability – will be able to access JD.com’s 226.6 million active customers by way of the collaboration, GAA said.
The MoU was officially signed at SENA17 on 19 March, with Xiaosong Wang, President of JD Fresh Food, inking the document on behalf of his organization.
“As China’s largest online retailer, we believe it is our duty and obligation to provide JD’s hundreds of millions of customers direct access to the world’s freshest and best seafood,” said Wang, “Through the cooperation with GAA, we will be able to vastly expand our offering in the Chinese market.”
SENA17 attendees can visit GAA at Booth No. 481.
