Sobeys puts it 'All on the Line' to empower Canadians to make smart seafood decisions
Traceable seafood program lets you know who caught your fish - personally
MISSISSAUGA, ON, Oct. 16, 2012 /CNW/ - One hundred years ago, shoppers knew who caught their fish, where it was caught and how because they bought it directly from the fisherman. Sobeys Inc. brought that visibility back in 2011 through a partnership with Ecotrust Canada's Thisfish™ traceability program and now, a new online video All on the Line gives customers a personal glimpse into the daily lives of a fishing crew from one of Sobeys' seafood suppliers off the coast of West Pubnico, Nova Scotia.
Since the launch of the traceable seafood program in 2011, Sobeys has expanded its list of traceable fresh and frozen Sensations by Compliments seafood products and has given Canadians the ability to feel confident in both their fish and their fishermen. All on the Line expands on this idea by giving customers a more personal view into the lives of the fishermen, while featured content on Sobeys' blog and Facebook page provides additional education on the initiative and a variety of recipes.
"Sobeys is proud to promote and support fishermen who go out of their way to ensure the long-term health of our Canadian fisheries and oceans through responsibly-sourced seafood," says David Smith, Vice President, Sustainability, Sobeys Inc. "Our commitment to top-quality seafood begins with the very people who reel it in every day from Canadian waters. All on the Line provides Canadians with a picture of who these fishermen are on a personal level as well as how they work daily to provide the best product possible."
Sobeys' traceable seafood products are each uniquely coded and tracked from the time they are caught by local fishermen, allowing customers to learn everything from where it was caught, to the method used to catch it. Customers can also learn about their fisherman, send them a direct message, view photos of the boat, read the captain's log book and find preparation tips and delicious recipes.
As an added incentive to trace their fish and learn about its origin, customers are encouraged to enter the Trace and Win Contest† for Sobeys gift cards valued at $200. Simply submit the unique code found on the product packaging at thisfish.info/Sobeys by November 21 and be automatically entered in the weekly draw†.
Canadians can access Sobeys' Thisfish™ program through a smartphone or computer. Each traceable seafood product has a unique code on the packaging that provides information on the specific product. Simply scan the QR code, text or go online and enter the details at thisfish.info. Through the program, Canadians can also learn more information about Sobeys Inc.'s sustainability initiatives.
Sobeys Inc.'s sustainable seafood traceability system is part of a larger effort the Company is undertaking to actively promote seafood sustainability. For more information about Sobeys' Sustainable Seafood Policy, please visit www.sobeyscorporate.com/sustainability.
For more information about Sobeys' Trace and Win Contest or Sobeys' traceable seafood program, visit http://thisfish.info/sobeys.
About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 105 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,500 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, and Thrifty Foods, as well as Lawton's Drug Stores. Sobeys and its franchise affiliates employ more than 95,000 people. The company's goal is to be widely recognized as the best food retailer and workplace environment in Canada. More information on Sobeys Inc. can be found at www.sobeyscorporate.com.
†No Purchase Necessary. The Sobeys Trace and Win Contest is open to legal residents of Canada (excluding Quebec) who are over the age of majority in their jurisdiction. Contest starts on September 26 2012 at 8:00 a.m. Eastern and ends on November 21, 2012 at 7:50 p.m. Eastern. For entry information and Contest rules visit http://www.thisfish.info/sobeys. There are 8 prizes of $200 Sobeys gift card available to be won. Odds of winning a prize depend on the number of eligible entries received as of the time of each weekly draw. Void where prohibited. Skill-testing question required. Sponsored by Sobeys Capital Incorporated, 1680 Tech Ave, Unit #1, Tech Avenue, Mississauga, ON L4W 5S9.
Video with caption: "Video: Sobeys Traceable Seafood: All on the Line". Video available at: http://www.youtube.com/watch?feature=player_embedded&v=e89fYHn49ZE
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