Loblaw Companies Limited, Canada’s largest food retailer – and buyer and seller of seafood – held their third annual sustainable seafood campaign, Oceans for Tomorrow, from September 11 – October 9 in banner stores across the country. This national in-store and flyer program helps to raise consumer awareness about sustainable seafood including MSC certification and highlights the great progress by vendor partners. New this year, ASC certified products were incorporated to broaden customers’ understanding of their certified sustainable seafood options.

The 2014 Oceans for Tomorrow campaign included prominence in weekly flyers, engaging product demonstrations, and in-store signage along with impactful displays bringing together sushi, frozen, grocery and canned products from across the store. Beyond the store aisle, the campaign was also featured online, in cooking school classes and cooking demonstrations on local TV programming.

Melanie Agopian, Loblaw senior director of sustainability, said, “It is always inspiring to see the great support and collaboration from our partners, MSC, ASC and WWF Canada, as well as High Liner, Clearwater and Bento Sushi to bring to life this important in-store program.”