Aquaculture for all

German Supermarket Increases Selection of Sustainable Fish on Sale

Sustainability Marketing Economics +4 more

GERMANY - REWE is increasing its range of Aquaculture Stewardship Council (ASC) labelled seafood with the introduction of its Goldlocke product, which is made from ASC certified tilapia.

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REWE, one of the largest German supermarket chains, developed Goldlocke with its fresh fish supplier Deutsche See to replace its Schillerlocke product made from smoked spiny dogfish.

Rico Weinert, REWE Category Manager Fresh Fish said: “At REWE we strive to conduct our business responsibly. We took the decision to stop selling Schillerlocke and replace it with the responsibly farmed ASC certified tilapia. Our aim is for our entire seafood range to come from responsibly managed sources and ASC helps us to achieve this. ASC tilapia (Goldlocke) is, next to ASC pangasius, the second certified species in our fresh fish range.”

Esther Luiten, ASC’s Commercial Marketing Manager, said: “This move reflects REWE’s drive to build their range of sustainable seafood. Through their commitment REWE and their supply chain partners are providing German consumers with the opportunity to support farms that operate with concern for the environment and social responsibility.

“REWE’s Goldlocke product joins a steadily growing selection of ASC certified seafood for the German market. We now have 160 ASC certified products available in Germany, a 12 per cent increase in the last three months.”

Traceability assurance

Tilapia for the Goldlocke product is farmed by Regal Springs, the first farm to become ASC certified in late 2012. The certified tilapia is then distributed by the Dutch company Seafood Connection, which is a leading supplier of responsibly sourced seafood for the European market.

The ASC logo assures consumers that this product can be traced back through the supply chain to the responsibly managed Regal Springs farm. Each company in the supply chain holds ASC chain of custody certification. To achieve this they have been independently assessed to ensure that they meet strict requirements and have in place traceability systems that ensure no product mixing or substitutions can occur.

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