Aquaculture for all

German Retailer Real Helps Raise Fish Farm Standards

Sustainability Marketing Economics +4 more

GERMANY - Market leader, Real Group, is the first retailer globally to offer shoppers ASC certified pangasius at its fresh fish counters, having gained ASC group chain of custody last month.

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In a boost to environmental responsibility hypermarket chain, Real, met the ASC seafood traceability standard and can now use the ASC logo across 120 fish counters in their stores.

“Consumers are increasingly seeking confidence that their fish has been sourced responsibly. The ASC logo gives them this assurance,” says Chris Ninnes, ASC CEO. “Having gained group chain of custody certification, Real is now giving many people the opportunity to buy responsibly farmed fish and reward well-managed fish farms.”

The Real Group manages more than 300 large hypermarkets in Germany and a further 12 in Turkey. As part of METRO GROUP, Real shares its group-wide sustainability vision to 'offer quality of life'.

Sustainability is an integral part of METRO GROUP's business. Its goal is to identify answers to global social challenges and to actively contribute to the development of sustainable solutions.

Real's commitment to source ASC certified farmed pangasius meets their promise to customers to protect the environment and conserve natural resources.

Helping consumers make positive choices

ASC certified products bearing the consumer label help retailers address the growing demand for responsibly produced seafood. Real’s commitment means consumers will find it easier to choose certified responsibly farmed fish, which also means ASC certified farms receive the market recognition that they deserve.

Companies that wish to sell their products as ASC certified must gain ASC chain of custody certification. To do so, they must pass a third party audit conducted by an independent certification body, which is accredited by Accreditation Services International.

Certified companies are subject to annual surveillance audits, unannounced audits and product trace backs.

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