Customers can now trace the journey of their seafood purchases back to
the fisherman who caught it, where and how
MISSISSAUGA, ON, Sept. 21, 2011 /CNW/ - Sobeys Inc. is launching a
sustainable seafood traceability system today to provide Canadians with
unprecedented visibility into the quality and sustainability of the
seafood they eat. Through a partnership with Ecotrust Canada's Thisfish™ traceability program, customers can now trace a variety of fresh
seafood products and frozen Sensations by Compliments seafood right back to the fisherman who caught it, the boat it was
caught from, the fishing area where the catch took place and the
fishing method used.
"Sobeys Inc. is proud to be the first Canadian grocery retailer to offer
an innovative and comprehensive seafood traceability system that
focuses on more sustainable sources and allows customers to verify the
authenticity and quality of their seafood purchases," says David Smith,
Vice President, Retail Strategy and Sustainability. "It not only
provides Canadians with a robust set of information about the source of
their seafood, it directly connects them to the fishermen that catch
Through the transparency that seafood traceability provides, customers
are able to understand where their seafood comes from, make informed
decisions about their seafood purchases and be confident in knowing
that the products they buy were caught and handled using responsible
fishing practices and processes.
From oceans to dinner plates, traceable seafood products are uniquely
coded and tracked from the time they are caught through to their
journey to Sobeys Inc. stores to give customers a behind-the-scenes,
full-access look into their seafood purchase: its origin, preparation
tips and delicious recipes, photos of the boat and crew, the captain's
logbook, as well as information about Sobeys Inc.'s sustainability
initiatives. Customers even have the option to send a note directly to
the fisherman that caught their fish.
Traceable seafood products are available at Sobeys stores across the
country, as well as Thrifty Foods and IGA stores in Western Canada.
The traceable frozen Sensations by Compliments lineup includes sustainable seafood products certified by the Marine
Sensations by Compliments Wild Sockeye Salmon Fillets
Sensations by Compliments Wild Pacific Halibut Fillets
Sensations by Compliments Wild Albacore Tuna Portions
Sensations by Compliments Wild Black Cod Fillets
The assortment of traceable fresh seafood varies by store based on
regional and seasonal availability.
Powered by and in partnership with Ecotrust Canada, customers can trace
their fresh seafood by inputting a unique code found on the product
packaging on www.thisfish.info. On traceable Sensations by Compliments seafood, customers will find a unique code to input on www.compliments.ca/madewithcare and a QR code to scan using a smartphone.
In addition to its consumer benefits, the fishermen who proudly stand
behind their seafood products are encouraged by the opportunities that
this traceability system provides and are inspired to take even greater
measures to ensure the sustainability of their fishing practices.
"As fishermen, it's great for my crew and me to realize that somebody
around the world is buying our fish, and that they can look at who we
are and where we come from," says Vic Amos, B.C. Fisherman.
"Traceability goes back to high quality and sustainability goes back to
accountability, so it's important for me to ensure that I fish
sustainably and deliver a high-quality product, too."
"Sobeys is committed to helping to ensure the long-term viability of
seafood and will continue to look for opportunities to provide
customers with the information they need to make informed purchase
decisions and to further the cause of responsible seafood sourcing,"
Sobeys Inc.'s sustainable seafood traceability system is part of a
larger effort the Company is undertaking in actively promoting seafood
sustainability. For more information about Sobeys' Sustainable Seafood
Policy, please visit www.sobeyscorporate.com/sustainability.
About Sobeys Inc.
Sobeys Inc. is a leading national grocery retailer and food distributor
headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of
Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than
1,300 stores in all 10 provinces under retail banners that include
Sobeys, IGA, Foodland, FreshCo, Price Chopper and Thrifty Foods, as
well as Lawtons Drug Stores. Sobeys Inc. is committed to providing the
most worthwhile experience for its customers, employees, franchisees,
suppliers and shareholders. More information on Sobeys Inc. can be
found at www.sobeyscorporate.com.
SOURCE SOBEYS INC.
For further information: