BRAMPTON, ON, Jan. 27 /CNW/ - Exclusive to Loblaws® and Loblaw
greatfoods™ stores in Ontario and Loblaws® stores in Quebec,
WiseSource™ Salmon is farmed Atlantic salmon raised in Canadian waters
using a method called Integrated Multi-Trophic Aquaculture (IMTA). IMTA
is a method of growing multiple and complementary organisms in
proximity to provide healthier waters through a balanced ecosystem
"Fresh farmed Atlantic salmon is the most popular fresh fish we sell,"
said Paul Uys, vice-president, sustainable seafood, Loblaw Companies
Limited. "As we work towards our 100 per cent sustainable seafood goal
we understand that success requires collaboration with our vendors and
partners to ensure we make the most sustainable seafood available to
our customers based on current methods, existing standards, and
innovative practices such as IMTA."
Loblaw Companies Limited (Loblaw) has committed to selling only
sustainably sourced seafood products in all its stores by the end of
2013. This commitment covers all canned, frozen, fresh, wild and farmed
seafood products and products containing seafood as an ingredient, in
all categories, across all brands. Loblaw is working with vendors to
review the wild and farmed sources of the seafood it sells to ensure,
where possible, the most responsible methods currently available are
Dr. Thierry Chopin, a professor of marine biology at the University of
New Brunswick, who leads a research team studying the IMTA approach to
fish farming says, "When Loblaw, the biggest buyer and seller of
seafood in the country, supports innovative farming and fishing
procurement methods, this means that our research is relevant to
society. This also provides us with confidence the industry will
continue to make progress in making sustainable seafood a reality."
WiseSource™ Salmon is an example of how Loblaw is working with
researchers and its suppliers, such as True North Salmon Company who
has adopted IMTA, to provide customers with seafood farmed using
leading aquaculture practices.
"At True North Salmon Company, we are committed to environmental
stewardship and providing our customers with high quality products,"
said Glenn Cooke, CEO of True North Salmon Company. "Our commitment to
sustainable farming methods is a journey that requires innovation,
ongoing investment in research and a culture of continuous
Loblaw continues to make progress towards its 100 per cent sustainable
seafood goal. Loblaw now only sells fresh swordfish at participating
corporate and franchise stores that is caught using pole and line or
harpooning. When compared to the traditional long line catch method,
pole and line and harpooning reduce the bycatch of species like
seabirds, sharks and turtles. As Loblaw suppliers continue to work
towards becoming certified by the Marine Stewardship Council (MSC) and
the Aquaculture Stewardship Council (ASC), the Company is now pleased
to offer 22 MSC-certified products, the most of any Canadian grocery
retailer. Loblaw aims to offer more than 32 MSC-certified products by
May 2011, including fresh seafood products.
About Loblaw Seafood Sustainability Commitment
Loblaw's sustainable seafood commitment is driven by one of its
corporate social responsibility principles, Source with Integrity. In
May 2009, Loblaw made a commitment to source all seafood sold in its
corporate and participating franchise locations from sustainable
sources by the end of 2013. Affecting more than 50 per cent of in-store
departments, this commitment covers all canned, frozen, fresh, wild and
farmed seafood products, in all categories, across all brands.
Additional information about WiseSource™ Salmon and a copy of the Loblaw
sustainable seafood commitment can be found at www.oceansfortomorrow.ca, www.loblaw.ca/seafood and Facebook www.facebook.com/LoblawSustainableSeafood.
Loblaw corporate social responsibility principles are: Respect the Environment, Source with Integrity, Make a Positive
Difference in our Community, Reflect our Nation's Diversity and be A
Great Place to Work.
About Loblaw Companies Limited
Loblaw Companies Limited, a subsidiary of George Weston Limited, is
Canada's largest food distributor and a leading provider of drugstore,
general merchandise and financial products and services. Loblaw is one
of the largest private sector employers in Canada. With more than 1,000
corporate and franchised stores from coast to coast, Loblaw and its
franchisees employ over 138,000 full-time and part-time employees.
Through its portfolio of store formats, Loblaw is committed to
providing Canadians with a wide, growing and successful range of
products and services to meet the everyday household demands of
Canadian customers. Loblaw is known for the quality, innovation and
value of its food offering. It offers Canada's strongest control
(private) label program, including the unique President's Choice®, no
name® and Joe Fresh Style® brands. In addition, the Company makes
available to customers President's Choice Financial® services and
offers the PC® points loyalty program.
SOURCE Loblaw Companies Limited
For further information:
about Loblaw's sustainable seafood commitment or to speak to an expert about sustainable seafood please contact:
Loblaw Public Relations Department
905-459-2500 or firstname.lastname@example.org