Whole Foods Market and the Marine Stewardship Council (MSC) are pleased to announce that the supermarket is the world's first retailer to offer Patagonian toothfish, commonly known as Chilean sea bass, from an Antarctic fishery that has been certified to the MSC's environmental standard for sustainable and well-managed fisheries.

What the MSC says

"The Patagonian toothfish fishers in South Georgia have worked hard to prove their fishing practices are sustainable, and it's great that they have met the MSC's independent environmental standard. Overfishing and illegal fishing remain a serious global threat to this species in other fisheries, so smart shoppers need to check for the eco-label before they buy," said Jim Humphreys, MSC's Regional Director of the Americas. "Whole Foods Market is showing real leadership by backing this forward-looking fishery, and all of us can help that effort by asking for the MSC eco-label when we shop for this desirable fish."

What BirdLife International says

BirdLife International, the global partnership of conservation organizations, comments on the fishery's certification: "The South Georgia longline fishery for Patagonian toothfish is one of the best managed in the world, so much so that in under a decade it has fully implemented the pioneering measures developed by CCAMLR [Commission for the Conservation of Antarctic Marine Living Resource], resulting in the annual bycatch of threatened albatrosses being reduced from several thousand to single figures.  BirdLife International acknowledges that the seabird bycatch mitigation techniques used in this fishery make it the premier example of best practice to which other comparable longline fisheries around the world should aspire."

As part of its support of sustainable seafood practices, Whole Foods Market discontinued the sale of Chilean sea bass, also referred to as Patagonian toothfish, in all of its stores in August 1999, due to overfishing and a threat of extinction from modern-day pirates who had poached more than half of the world's sea bass catch. With the MSC's intensive sustainable assessment and certification process along with their chain of custody in place for tracking, shoppers can rest assured that the sea bass at Whole Foods Market identified with the distinctive blue MSC eco-label comes from a responsible, well-managed fishery.

What Whole Foods Market says

"Whole Foods Market is thrilled that the MSC has identified a sustainable fishery for this popular fish, and we are excited to offer Chilean sea bass once again as it is prized for its rich, buttery flavor and wonderful versatility that is perfect for the grill, cooking up with large white flakes. Being flash frozen at sea preserves its flavor and smooth melt-in-your-mouth texture and helps this fish stand apart in the world of seafood," said David Pilat, Whole Foods Market National Seafood Coordinator. "As a supermarket passionate about seeking out catches from well-managed sources, we want to remind shoppers that they have the power to encourage responsible fishing by choosing seafood from fisheries using ocean-friendly methods."

About sea bass

MSC-certified sea bass is wild-caught at depths of up to 5,000 feet from the small fishery in the Antarctic region around the island of South Georgia and the South Sandwich Islands in the South Atlantic Ocean. One of the richest and most sought-after fish on the market, sea bass is a moist and tender white fish that flakes easily. Due to its high fat content, the fish is nearly impossible to overcook and is best suited to dry-heat cooking methods such as broiling, grilling, and sautéing. An array of sauces, spices, and herbs can help to enhance the mild, sweet flavor of this fish.

One of the most remote regions on the planet, ice blue glaciers and crystalline waterways characterize this polar region of southern South America. On the South Sandwich Islands, prevailing weather conditions and active volcanism make it difficult to approach by ship. In South Georgia, where 161 glaciers coat more than half the rugged island covered by permanent ice and snow, steep mountains that meet the sea in a series of high cliffs broken by large bays and inlets make picture-perfect scenery.

The certifier

Moody Marine Ltd., an independent certification organization, has led a comprehensive assessment to ensure that all aspects of the fishery meet the MSC environmental standard. Moody Marine and an independent team of experts examined the sustainability status of the fish stocks, the impact fishing has on the marine environment, and the effectiveness of the fishery management system. The certificate has been awarded to the Government of South Georgia and the South Sandwich Islands.

As a supporter of the MSC since 1999, Whole Foods Market has an ongoing pledge to help make a difference when it comes to the responsible management of ocean resources. In addition to sea bass, Whole Foods Market offers the widest selection of MSC-certified seafood, including wild Alaska salmon, Pacific halibut, and New Zealand hoki.

About BirdLife

BirdLife International is a global partnership of conservation organisations that strives to conserve birds, their habitats and global biodiversity, working with people towards sustainability in the use of natural resources. BirdLife Partners operate in over one hundred countries and territories worldwide. Please visit www.birdlife.org/index.html for more information.

About Whole Foods Market®

Founded in 1980 in Austin, Texas, Whole Foods Market (http://www.wholefoodsmarket.com/) is the world's leading natural and organic foods supermarket and America's first national certified organic grocer. In fiscal year 2005, the company had sales of $4.7 billion and currently has more than 180 stores in the United States, Canada, and the United Kingdom. The Whole Foods Market motto, "Whole Foods, Whole People, Whole Planet"(tm) captures the company's mission to find success in customer satisfaction and wellness, employee excellence and happiness, enhanced shareholder value, community support and environmental improvement. Whole Foods Market, Harry's Farmers Market®, and Fresh & Wild® are trademarks owned by Whole Foods Market IP, LP. Whole Foods Market employs more than 40,000 Team Members and has been ranked for nine consecutive years as one of the "100 Best Companies to Work For" in America by Fortune magazine.