Supermarket Perimeter - January 2019 - 57

"Certainly in Europe, there's been incredible success. The U.S. has been slower to respond," he says.
"There's a challenge in persuading retailers and processors to use the MSC label on their packs."
Bill Carvalho, founder of McKinleyville, Californiabased Wild Planet Foods, whose tuna is rated No. 1 for
sustainability by Greenpeace, says sustainable seafood's
gains at retail have been a mixed bag.
"Offerings claiming sustainable sourcing are
increasing, but many of these are ranked only yellow
by Monterey Bay Aquarium Seafood Watch, instead of
green," he says. "This creates a counterproductive environmental equivalence between best choices and those
with a much lower standard."

Green signifi es
"Best Choices" in
the color-coded
Seafood Watch
rating system,
while yellow alerts
the public to "Good
Alternatives."

3 Goals of
sustainable
seafood
To consider the long-term
vitality of harvested species
To protect the well-being of the oceans
To ensure the livelihood of fisheriesdependent communities

More than a commodity
For many years, Perkins says, fish was basically a commodity, with little differentiation from one source to
another. That began to change around the time MSC
came into existence. Brands began to assert themselves
in an effort to transcend the commodity label.
Many of those companies were hesitant to add a
third-party label like the MSC's for fear of diluting their
own brand message. Or maybe it was simply a case of
not enough room on the packaging. Perkins says other
producers worried that if some of their products bore
the MSC label but others didn't, it could have a negative
impact on consumers' overall impression of the brand.
Part of the MSC's charge is to overcome those
concerns by stressing the positives of packaging that
proudly carries the MSC seal. "The bottom line is, what
we're doing is trying to come up with positive messaging that clearly indicates to processors and retailers that
there is ROI in putting our label on their packs."
One of the ways the MSC is doing that is through
consumer-facing communications - a relatively new
tool for the organization.
"We originally believed that simply building on a
B2B model would be sufficient," Perkins says. "It certainly
worked in Europe. But in the last three or four years, we
realized that to really move the dial (in North America),
we needed to do B2C as well."
An agency hired by MSC created an ad shown on
billboards and digital screens in the Toronto area. The
result was a significant increase in consumer awareness
of the MSC label.
More recently, in October - National Seafood
Month - MSC put messaging on trolleys in San Francisco
and Seattle with the tag line "Good for the Oceans, Good
for You."
"We're trying to tie seafood back to fisheries and
communities, and to make consumers understand that
they can affect positive change with their shopping
dollars," Perkins says.

Wild Planet's sustainability eff orts have earned top honors from Greenpeace.
www.supermarketperimeter.com

JANUARY 2019 - 57


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Supermarket Perimeter - January 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2019

Supermarket Perimeter - January 2019
Editor's Note - More of a good thing
Contents
The wire
Ready to run
YOUTH MOVEMENT
From passion to profits
Bakery - Natural ingredients
Pastries
Deli - Seasonal merchandising
Snacking cheeses
Meat & Poultry: Dietary callouts
Flavor enhancers
Produce: Brand power
Leafy greens
Seafood: Sustainable gains
Food safety - Equipment innovations
Commissary Insider
FOOD SAFETY - FACILITY DESIGN
PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
PACKAGING - SINGLE-SERVE PACKAGING
R&D - CLEANING AND SANITIZING
Product Showcase
Advertisers
Fresh takes
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - 2
Supermarket Perimeter - January 2019 - Editor's Note - More of a good thing
Supermarket Perimeter - January 2019 - Contents
Supermarket Perimeter - January 2019 - 5
Supermarket Perimeter - January 2019 - The wire
Supermarket Perimeter - January 2019 - 7
Supermarket Perimeter - January 2019 - 8
Supermarket Perimeter - January 2019 - 9
Supermarket Perimeter - January 2019 - 10
Supermarket Perimeter - January 2019 - Ready to run
Supermarket Perimeter - January 2019 - 12
Supermarket Perimeter - January 2019 - 13
Supermarket Perimeter - January 2019 - YOUTH MOVEMENT
Supermarket Perimeter - January 2019 - 15
Supermarket Perimeter - January 2019 - 16
Supermarket Perimeter - January 2019 - 17
Supermarket Perimeter - January 2019 - 18
Supermarket Perimeter - January 2019 - 19
Supermarket Perimeter - January 2019 - From passion to profits
Supermarket Perimeter - January 2019 - 21
Supermarket Perimeter - January 2019 - 22
Supermarket Perimeter - January 2019 - 23
Supermarket Perimeter - January 2019 - Bakery - Natural ingredients
Supermarket Perimeter - January 2019 - 25
Supermarket Perimeter - January 2019 - 26
Supermarket Perimeter - January 2019 - 27
Supermarket Perimeter - January 2019 - Pastries
Supermarket Perimeter - January 2019 - 29
Supermarket Perimeter - January 2019 - 30
Supermarket Perimeter - January 2019 - 31
Supermarket Perimeter - January 2019 - Deli - Seasonal merchandising
Supermarket Perimeter - January 2019 - 33
Supermarket Perimeter - January 2019 - 34
Supermarket Perimeter - January 2019 - 35
Supermarket Perimeter - January 2019 - Snacking cheeses
Supermarket Perimeter - January 2019 - 37
Supermarket Perimeter - January 2019 - 38
Supermarket Perimeter - January 2019 - 39
Supermarket Perimeter - January 2019 - Meat & Poultry: Dietary callouts
Supermarket Perimeter - January 2019 - 41
Supermarket Perimeter - January 2019 - 42
Supermarket Perimeter - January 2019 - 43
Supermarket Perimeter - January 2019 - Flavor enhancers
Supermarket Perimeter - January 2019 - 45
Supermarket Perimeter - January 2019 - 46
Supermarket Perimeter - January 2019 - 47
Supermarket Perimeter - January 2019 - Produce: Brand power
Supermarket Perimeter - January 2019 - 49
Supermarket Perimeter - January 2019 - 50
Supermarket Perimeter - January 2019 - 51
Supermarket Perimeter - January 2019 - Leafy greens
Supermarket Perimeter - January 2019 - 53
Supermarket Perimeter - January 2019 - 54
Supermarket Perimeter - January 2019 - 55
Supermarket Perimeter - January 2019 - Seafood: Sustainable gains
Supermarket Perimeter - January 2019 - 57
Supermarket Perimeter - January 2019 - 58
Supermarket Perimeter - January 2019 - 59
Supermarket Perimeter - January 2019 - Food safety - Equipment innovations
Supermarket Perimeter - January 2019 - 61
Supermarket Perimeter - January 2019 - 62
Supermarket Perimeter - January 2019 - 63
Supermarket Perimeter - January 2019 - 64
Supermarket Perimeter - January 2019 - FOOD SAFETY - FACILITY DESIGN
Supermarket Perimeter - January 2019 - 66
Supermarket Perimeter - January 2019 - 67
Supermarket Perimeter - January 2019 - PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
Supermarket Perimeter - January 2019 - 69
Supermarket Perimeter - January 2019 - 70
Supermarket Perimeter - January 2019 - 71
Supermarket Perimeter - January 2019 - PACKAGING - SINGLE-SERVE PACKAGING
Supermarket Perimeter - January 2019 - 73
Supermarket Perimeter - January 2019 - 74
Supermarket Perimeter - January 2019 - 75
Supermarket Perimeter - January 2019 - R&D - CLEANING AND SANITIZING
Supermarket Perimeter - January 2019 - 77
Supermarket Perimeter - January 2019 - 78
Supermarket Perimeter - January 2019 - 79
Supermarket Perimeter - January 2019 - Product Showcase
Supermarket Perimeter - January 2019 - Advertisers
Supermarket Perimeter - January 2019 - Fresh takes
Supermarket Perimeter - January 2019 - 83
Supermarket Perimeter - January 2019 - 84
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