Loblaw Offers Proprietary Sustainable Salmon

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February 8, 2011

Loblaw introduced WiseSource Salmon to its stores, which 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 management approach.

"Fresh farmed Atlantic salmon is the most popular fresh fish we sell," said Paul Uys, vice-president of sustainable seafood for Loblaw Companies Ltd. "As we work towards our 100 percent 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."

Exclusive to Loblaws and Loblaw greatfoods stores in Ontario and Loblaws stores in Quebec, WiseSource Salmon was developed in partnership with True North Salmon Company.

Loblaw, which operates or franchises 1,000 stores across Canada, has committed to selling only sustainably sourced seafood products in all its stores by the end of 2013, including 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 being used.

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 said: "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."

Read These Related Articles:

• Wegmans Adds Organic Shrimp
• Safeway Unveils New Sustainable Sourcing Practice for Store Brands Tuna
• Whole Foods Market to Sell Only Sustainable Seafood
• Target Promises To Sell Only Sustainable Seafood
• Safeway Earns Top Slot in Greenpeace's Sustainable Seafood Rankings

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