In July, Whole Foods Market ran a national promotion advertising the sale of MSC 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 colorful and creative displays of fresh swordfish chilled on ice in their local Whole Foods Market seafood department. 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.

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.