FishWise Partners with New Seasons Market

Today FishWise announced a partnership with New Seasons Market to increase transparency and education around sustainable seafood sourcing. An extension of New Seasons’ long-standing commitment to direct relationships with sustainable fishermen in the region and beyond, the program includes enactment of FishWise sourcing recommendations, training for New Seasons’ Meat and Seafood Department staff, and point of sale materials for customers. The program will be implemented in all New Seasons locations this spring.

“Our customers care about their food and where it comes from. The FishWise seafood labeling program allows us to provide our customers with all the information they need to make seafood buying decisions that line up with their values,” said Daisy Berg, New Seasons Market seafood buyer and merchandiser. “FishWise’s expertise in ocean health and sustainable fisheries make them the perfect partner for this work.”

Seafood sold at New Seasons will now bear green and yellow display labels, indicating the level of environmental sustainability as ranked by the Monterey Bay Aquarium’s Seafood Watch Program. Items bearing green labels come from sources that minimize the environmental impacts of wild harvesting or farming while those with yellow labels are good alternatives to less sustainable options.

“FishWise is very excited about our partnership with New Seasons Market and we commend the commitment the grocer has made to ensure its customers can choose from a wide variety of high quality, responsibly sourced seafood,” Ethan Y. Lucas, Senior Project Manager for FishWise said. “New Seasons Market is known for its exceptional customer service and commitment to the regional food economy. With FishWise, they’re taking proactive steps to educate the local community about sustainable seafood.”

Every member of New Seasons’ seafood staff and all meat and seafood managers have undergone extensive training led by FishWise about the type, source, sustainability, and quality of seafood offered by New Seasons Market. The grocer plans for all meat and seafood staff (more than 200 employees) to complete the FishWise training by April 30.

The partnership between New Seasons Market and FishWise is consistent with the Conservation Alliance for Seafood Solutions’ Common Vision for Environmentally Responsible Seafood.