Supermarket Perimeter - April 2022 - 55

Whole Foods Market was one of the first to focus on traceability
and sustainability with programs such as its strict Farm-Raised
Seafood Standard. One of the notable provisions in WFM's standard
is that suppliers must utilize Whole Foods Market-selected electronic
traceability software to allow the retailer to verify sourcing of all seafood
products and to track products.
" Their rigorous standards help maintain healthy fish populations,
protect ecosystems and build a more sustainable seafood supply, " said
Jennifer Bushman, strategic development officer for Kvarøy Arctic. Kvarøy
supplies Fair Trade-certified, sustainable salmon raised in ocean net pens
off the coast of Norway, to WFM, Giant Eagle, and other grocers.
" They have their own Whole Foods Seafood Certification which we
helped to originate in salmon and exceed to this day, " Bushman added.
Among the provisions in WFM's Farm-Raised Seafood Standard is
the requirement that producers own leases for their farm sites and
not use preservatives, antibiotics or chemicals in the fish production.
Genetically modified or cloned fish are also not allowed.
" Our salmon must be raised in carefully monitored, low-density pens
and tanks without antibiotics, synthetic pesticides or added growth
hormones, " Bushman said. " Detailed protocols that are audited regularly
prevent escape of the salmon into the wild, and harmful and lethal
methods are never used on predator birds and marine mammals. Also,
our color must be naturally derived and have to be from non-synthetic
sources, " Bushman said.
To have traceability and sustainability in aquaculture, " a lot of the
answer lies in fish feed, " said Anne-Kristine Øen, director, USA, for the
Norwegian Seafood Council.
" If you want to produce seafood in the most sustainable manner,
it is of course vital that every ingredient that goes into the fish feed is
well documented and can be traced. This is something that the salmon
industry in Norway has focused on for a long time, " Øen said.
QR codes on seafood packages help consumers see the traceability
of each seafood product themselves, Øen and other experts noted. This
year, the NSC will step up its use of QR codes, allowing shoppers to trace
the origin of the fish, read stories of the fishermen/women who raised the
fish, and find recipes and tips on the best ways to cook the fish.
" Providing easy-to-follow recipes will make customers more at ease
and confident when heading to the seafood counter, " Øen said. Plus,
the origin of seafood matters to an increasing amount of customers,
she noted.
Origin labeling and eco-labeling are " great ways to effectively
communicate with your customers, " Øen said.
" For most people, having a smartphone in our pocket allows us to
more frequently use QR codes - one of the best methods for supplying
a constant stream of new ideas and unlimited amounts of seafood
knowledge at the tip of your fingers, " Øen explained. " By having a
QR code stamped on every seafood package or on a safety seal on a
takeaway dish, we can speak to the people and track what information is
getting the most traction and make sure the information keeps coming. "
Getting the word out
Some grocery chains utilize other in-store merchandising techniques
and their web sites and social media to communicate seafood
sustainability and traceability initiatives.
Some Albertson's Star Market banner and Wegmans stores display
videos of producers talking about where and how they fish in the seafood
department, said Anne-Marie Roerink, principal of 210 Analytics.
And Publix effectively communicates its affiliation with the Ocean
Disclosure Project, according to Guy Pizzuti, business development
seafood director at Publix.
" Our sustainable and responsible logos along with our sustainability
website do a great job in communicating our commitment to
sustainable seafood, " Pizzuti said.
Still, retailers need to communicate their sustainability and
traceability commitments more clearly, experts say. While many
retailers call out their sustainability efforts in merchandising, Roerink
recommended they ensure that consumers " fully understand what that
means - not in industry terms, but in consumer-friendly language. "
Around 67% of shoppers surveyed by Retail Insight believe grocery
stores need to improve their sustainability initiatives. Only 6% said stores
were doing all they could to be environmentally friendly.
In addition, around half (54%) of respondents believe grocers " merely
paid lip service " to sustainability initiatives. And just 6% believe grocers'
sustainability claims come from a genuine desire to save the planet.
Consumers are flooded with " sustainable " stories, which " can confuse
even the most up to date consumer, so having third party verified labels
can help ease the mind of the conscientious seafood shopper, " Øen
noted. " This is an area where we are expecting a lot of development by
individual retailers going forward. The consumer needs labeling that is
reliable and at the same time easy to understand. "
Providing easy-to-follow recipes will
make customers more at ease and confident
when heading to the seafood counter. "
Anne-Kristine Øen
supermarketperimeter.com
APRIL 2022 - 55
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Supermarket Perimeter - April 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2022

Supermarket Perimeter - April 2022 - Intro
Supermarket Perimeter - April 2022 - BNJ-1
Supermarket Perimeter - April 2022 - BNJ-2
Supermarket Perimeter - April 2022 - 1
Supermarket Perimeter - April 2022 - 2
Supermarket Perimeter - April 2022 - 3
Supermarket Perimeter - April 2022 - 4
Supermarket Perimeter - April 2022 - 5
Supermarket Perimeter - April 2022 - 6
Supermarket Perimeter - April 2022 - 7
Supermarket Perimeter - April 2022 - 8
Supermarket Perimeter - April 2022 - 9
Supermarket Perimeter - April 2022 - 10
Supermarket Perimeter - April 2022 - 11
Supermarket Perimeter - April 2022 - 12
Supermarket Perimeter - April 2022 - 13
Supermarket Perimeter - April 2022 - 14
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Supermarket Perimeter - April 2022 - 16
Supermarket Perimeter - April 2022 - 17
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Supermarket Perimeter - April 2022 - 20
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