Major US Retailers Choose MSC For Tuna

Last week, Target became the latest U.S. retailer to make a commitment. As one of the country’s largest discount chains, it promised to source 100% of its seafood offerings from a sustainable fishery by the end of 2015, including canned , frozen and fresh tuna.

To date, 63% of Target’s wild seafood meets the MSC standard, and another 24% is being assessed for certification. The standard is widely regarded as a rigorous and robust program – MSC-labeled products can be traced back to a sustainable fishery that has been certified by an independent, third-party.

Target, however, is not a trailblazer in sustainability as the company is following in the footsteps of other U.S. retailers. Back in 2006, Walmart pledged all of its fish products would be certified sustainable against the MSC standard. The giant discounter has since updated its policy to include all seafood species and as of January 2012, 76% of its wild seafood suppliers met the MSC requirements.

Major grocery retailers have also made similar promises. Kroger and Supervalu, for example, both announced they would source 100% of its top 20 wild-caught seafood products from sources that are certified by MSC, in full assessment, or involved in a Fishery Improvement Project with World Wildlife Fund (WWF) by 2015.

The country’s third largest food retailer, and the world’s largest membership wholesale club, has also taken steps to appease consumers. Costco has committed to stop selling wild-caught seafood that is at risk unless it comes from an MSC-certified sustainable fishery.

The concept of sustainability has become embedded and it’s here to stay, says Kerry Coughlin, regional MSC director of North America. Once businesses recognized the limited supply of raw material, they realized it had to be protected, she says.

“They have an obligation to do that both from a perpetuating the business standpoint and they have an obligation to that as global citizens of trade in that natural resource.”

Consumers, as well, are taking notice and growing conscious of their purchases. With awareness increasing, consumers are driving the movement towards a sustainable future.

“They (retailers) know that it’s becoming important to their consumers, and they want to present to their consumers that they’re ahead of that curve,” says Coughlin. Globally, there are 15,487 products that bear the blue-and-white MSC eco-label.

Germany is the leading country with 4,241 MSC-certified products, while the U.S. has 958 sustainable seafood products available.

Earlier this year, the free school skipjack fisheries of the PNA countries received MSC certification. With almost 50% of all skipjack in the world being caught in their waters, MSC supply from this fishery has the best chance of filling the demand in the US and the EU for certified canned tuna.  Also the MSC certified US pole and line albacore fisheries are expected to benefit from this trend.