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Ecological and social responsibility is an important part of Kaufland's corporate policy and includes stocking a sustainable fish range

Kaufland Supports Gambian Fishery

  (GERMANY, 10/13/2011)

A four-week campaign has been launched last week in over 100 Kaufland branches with fish counters to raise awareness among the supermarket’s customers for sustainable fish consumption.

At the same time, the Kaufland campaign is supporting traditional tonguesole fishing in the Gambia. For every kilogram of fresh fish sold bearing the label of the Marine Stewardship Council (MSC) during the four-week MSC campaign, Kaufland will be donating 50 euro cents to the African fishery, thereby helping to improve the situation of fishermen in the Gambia.

In over 100 branches with fresh fish counters across Germany, Kaufland is using posters, flyers, information panels, pennants and special product labels on its broad range of MSC-certified sustainably caught fish to raise awareness among customers for ecologically responsible fish consumption.

Kaufland offers its customers is a varied range of up to 400 products bearing the MSC label

At the same time, Kaufland’s customer magazine “TIP der Woche” and its website are reporting on the MSC weeks. Customers can also read about Kaufland’s pledge to donate a proportion of the proceeds from every kilogram of MSC fresh fish sold to the tonguesole fishery in the Gambia.

In the Gambia, over 500 fishermen go out every day in 250 canoes to catch tonguesole in the Eastern Central Atlantic and on the River Gambia. They catch around 1100 tons of tonguesole each year using single-wall bottom set nets.

The campaign will raise awareness among customers for ecologically responsible fish consumption  

Traditional fishing is one of the main sources of income in the Gambia. The fishermen hope to be certified against the MSC standard for sustainable fishing in about two years’ time to improve their export chances. Kaufland’s pledge will help the fishery finance the certification process.

To prepare for the MSC assessment, the fishery has dramatically increased our knowledge about the tonguesole stocks in collaboration with partners like the World Wild Found (WWF) in West Africa and the fishery authority. It has carried out an analysis of its bycatch – everything caught unintentionally in the fishermen’s nets – and has drawn up a management plan to ensure sustainable exploitation of the tonguesole.

Kaufland’s donation will also be used to improve local hygiene and standards in tonguesole processing. This will improve the quality of the fish and increase the fishermen’s market opportunities still further. Additional measures to support the fishermen and their families, which aim to improve their living and working conditions, are also in the pipeline.

More than half of the fish consumed worldwide comes from developing countries, and fishing is an important livelihood for lots of people in coastal regions in these parts of the world. MSC is therefore increasingly targeting fisheries in developing countries to encourage them to apply for MSC certification. The MSC label has become an important buying factor for fish in some countries, including Germany, the UK, the Netherlands and Sweden, so MSC certification can open up new markets for fisheries.

Kaufland has for years been committed to conserving fish stocks, thereby helping to maintain biodiversity in the world’s oceans

MSC is delighted to have found in Kaufland a strong partner for the fishery in the Gambia. As Marnie Bammert, Manager of the MSC office for Germany, Switzerland and Austria, explains, “The tonguesole fishery in the Gambia has been working towards making its activities sustainable for some time. Kaufland’s support brings MSC certification another step closer. Kaufland will accompany the fishery along the assessment process and plans to sell the tonguesole in its shops once the certification process has been successfully completed. If the fish goes down well with German consumers, the fishermen will achieve greater financial security.”

Gambian fisherman (Photo: Steve Wheeler)

Hergen Blase, Head of Sustainability/CSR at Kaufland, adds, “Kaufland has been sourcing fish from fisheries that use sustainable fishing methods for years and is constantly expanding its MSC range. Through this new campaign and our support for the tonguesole fishery we are expanding our commitment to sustainable fishing and showing our customers that the MSC label makes it very easy to be environmentally conscious when buying fish. At the same time, we are taking social responsibility for the local fishermen and their families.”

About The Kaufland Group

The Kaufland Group runs a chain of food hypermarkets throughout Germany. It is based in Neckarsulm near Heilbronn in Baden-Württemberg. Ecological and social responsibility is an important part of the company’s corporate policy and includes stocking a sustainable fish range.

The company has for years been committed to conserving fish stocks, thereby helping to maintain biodiversity in the world’s oceans. Among the products Kaufland offers its customers is a varied range of up to 400 products bearing the MSC label – from fresh fish to frozen, tinned and delicatessen products.

To promote sustainable consumption, MSC-certified fish products in Kaufland branches are also indicated by a globe on the shelf or fish counter. In this way, Kaufland hopes to draw shoppers’ attention to these and other certified products that make a contribution to human and environmental protection.

Source: MSC/Kaufland Group

Margaret E.L. Stacey
Editor Companies and Products

[email protected]

Information of the company:
Address: Rötelstraße 35
City: Neckarsulm
State/ZIP: (74172)
Country: Germany
Phone: +49 0 71 32 / 94 - 00
E-Mail: [email protected]
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