ASC-Certified Responsibly Farmed Tilapia Now Available at Loblaw

Move represents another step forward toward Loblaw's goal of 100 per cent sustainable seafood

BRAMPTON, ON, Jan. 22, 2013 /CNW/ - (TSX: L) Seafood lovers can now purchase Aquaculture Stewardship Council (ASC) certified PC® Blue Menu® Tilapia at select Loblaw Companies (Loblaw) banner stores across Canada. Customers can be assured that with the ASC certification seafood comes from fish farms that are responsibly managed and limit their negative impact on the environment and the community. Loblaw is proud to be the first grocery retailer in North America to introduce ASC-certified product in stores.

The ASC is an independent, not-for-profit organization that aims to be the leading global certification and labeling program for responsibly farmed seafood.  The ASC manages the worldwide standards for responsibly farmed seafood and is committed to preserving marine and fresh water habitats while endorsing social standards.

The decision to support the development of the ASC is part of Loblaw's commitment to source 100 per cent of all seafood from sustainable sources by the end of 2013. Loblaw also plans to introduce additional ASC-certified products including basa/pangasius fish and tropical shrimp later this year.

"We saw the need for the creation of a global standard-setting program for farmed seafood and are proud to have been engaged in helping launch the first ASC certified product in stores. We hope that Canadians will agree that we are driving the fish farming industry forward to more responsible methods," says Paul Uys, vice-president, sustainable seafood, Loblaw Companies Limited.

"With a growing demand for responsibly farmed seafood, ASC believes that improving practices within the industry will help ensure it thrives with little to no negative social and environmental impact. The ASC program encourages the use of best practices in aquaculture and recognizes and promotes the sale of farmed fish that has been produced in a responsible manner," said Chris Ninnes, CEO of ASC. "The Aquaculture Stewardship Council applauds Loblaw for the introduction of ASC-certified seafood in their stores."

"Consumers can now choose a tilapia product with less impact on the environment," said Robert Rangeley, vice-president of conservation and Atlantic region, WWF-Canada. "The new ASC-certified farmed tilapia is proof that Loblaw's commitment to find and sell more responsibly and sustainably sourced farmed and wild-caught seafood is helping secure healthier oceans. We look forward to other ASC-certified seafood products, including farmed tropical shrimp, pangasius, and Atlantic salmon, in the future."

PC® Blue Menu® Tilapia will be available at select Loblaws®, Loblaw greatfood®, Zehrs®, Zehrs greatfood, Fortinos®, Real Canadian Superstore®, valu-mart®, Your Independent Grocer®, Save Easy®, Dominion®, Atlantic Superstore®, Provigo®, Maxi & Cie,®, Maxi®, and nofrills®..

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 franchised 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 and wild farmed seafood products, in all categories, across all brands

Additional information about Loblaw's commitment to sustainable seafood can be found at and on Facebook at

A commitment to source with integrity is one of five Loblaw corporate social responsibility principles, which also include respect the environment, 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 retailer 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 more than 135,000 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 consumers. 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® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

Image with caption: "Seafood lovers can now purchase ASC certified PC® Blue Menu® Tilapia at select Loblaw Companies (Loblaw) banner stores across Canada. (CNW Group/Loblaw Companies Limited)". Image available at:

SOURCE: Loblaw Companies Limited

For further information:

Public Relations Department, Loblaw Companies Limited or (905) 459-2500

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