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Nova Scotia’s harpoon fleet is the first swordfish fishery certified sustainable by the MSC.

Whole Foods Market Promotions Tout MSC Certified Products

  (UNITED STATES, 10/1/2013)

In July, Whole Foods Market ran a national promotion advertising sale of MSC (Marine Stewardship Council) certified harpoon swordfish, which increased swordfish sales from the previous year.

The campaign included media outreach, social media engagement, advertising, and co-branded Whole Foods Market-MSC hats for employees.

During the campaign, consumers saw colourful and creative displays of fresh swordfish chilled on ice in their local Whole Foods Market seafood department.

Whole Foods Market started partnering with the Marine Steward Council in 1999.

Seafood counter employees were able to talk to consumers about the sustainability of the harpoon swordfish fishery.

The successful campaign is a great example of how a joint marketing campaign benefits the certified fishery, retailer and consumer.

 Fishmonger Face-Off.

On September 21, the company held its annual national Fishmonger Face-Off at Director Park in Portland, Oregon. At this event, fishmongers from Whole Foods Market stores around the country who had won competitions in their region battled it out for the national title of Finest Fishmonger.

Frank Ficarra of Whole Foods Market in Wellington, Florida was the well-deserved winner this year. MSC’s Regional Director for the Americas, Kerry Coughlin, served as a judge along with David Pilat, Whole Foods Market’s Global Seafood Coordinator, and Paul Qui, Executive Chef of Qui and East Side King in Austin, Texas, MSC certified U.S.

North Pacific halibut sold in Whole Foods Market stores was used in the competition. The occasion served as an entertaining and educational platform to raise awareness about sustainable seafood and Whole Foods Market’s commitment to the MSC.

Seafood counter employees were able to talk to consumers about the sustainability of the harpoon swordfish fishery.

About Whole Foods Market

Whole Foods Market (Public, NASDAQ: WFMI) is an Austin, Texas-based foods grocer. The Company has one operating segment, natural and organic foods supermarkets.

As of September 26, 2010, the Company operated 299 stores in the United States, Canada and the United Kingdom.

Source: Whole Foods Market 

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Margaret E.L.Stacey
Editor Companies and Products

[email protected]
www.fis.com


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