Ecotrust Canada’s Thisfish has partnered with Sobeys Inc. to launch our seafood traceability system in Sobeys stores across the country, as well as Thrifty Foods and IGA stores in western Canada. This launch makes Sobeys Inc. the first Canadian grocery retailer to offer its customers the “unprecedented visibility into the quality and sustainability of the seafood they eat” that Thisfish provides.

As Sobeys Inc reveals in their official announcement, “From oceans to dinner plates, traceable seafood products are uniquely coded and tracked from the time they are caught through to their journey to Sobeys Inc. stores to give customers a behind-the-scenes, full-access look into their seafood purchase: its origin, preparation tips and delicious recipes, photos of the boat and crew, the captain’s logbook, as well as information about Sobeys Inc.’s sustainability initiatives. Customers even have the option to send a note directly to the fisherman that caught their fish.”

Partnerships like this foster trust and authenticity in the seafood market, making it easy for consumers to judge the quality and sustainability of seafood products. That’s a win for fishermen, consumers, processors and the planet.

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