Campaign Cast to Promote Fish Conservation

The commitment covers all canned, frozen, fresh, wild and farmed seafood products, in all categories, reports the Marine Stewardship Council. The Loblaw Sustainable Seafood Policy Initiative represents Loblaws commitment to conservation of marine resources and a healthy ocean environment.

The worlds oceans are facing an unprecedented crisis, said Galen G. Weston, Executive Chairman, Loblaw Companies Limited. Loblaw is determined to think differently about how it sources seafood and to work in collaboration with the fishing industry and environmentalists to seek sustainable alternatives for customers.

Available today on the Loblaw website at www.loblaw.ca/seafood, the Loblaw Sustainable Seafood Policy Initiative outlines Loblaws plan to establish a sustainable seafood procurement practice that focuses on responsible sourcing in every category the Company markets. Sourcing sustainable seafood, both fish and shellfish, whether wild-caught or farm-raised, requires greater protection of aquatic habitats and more attention to careful harvesting. The policy calls for some very tough decisions to be made, including the phasing-out of unsustainable supply where it cannot be demonstrably improved.

This initiative is one of the most ambitious and comprehensive steps we have seen from a grocery retailer in Canada, and indeed the world, said Gerald Butts, President and CEO, WWF-Canada. We look forward to working with Loblaw to help them achieve the commitments laid out in their policy. When fulfilled, the Loblaw policy will go a long way to help conserve the well being of our oceans and marine life, setting an important example for other retailers to follow.

In 2006, Loblaw developed five pillars of corporate social responsibility: Respect the Environment; Source with Integrity; Make a Positive Difference in our Community; Reflect our Nations Diversity; and Be a Great Place to Work. The Source with Integrity pillar is the key driver of the Sustainable Seafood Policy.