Loblaw Companies Limited is giving customers in The Lower Mainland some food for thought by unveiling some changes at its fresh seafood counters in select stores today as part of its commitment to sourcing ALL seafood from sustainable sources by the end of 2013.

Starting today, consumers at Real Canadian Superstore Coquitlam and Real Canadian Superstore Burnaby, along with 17 other stores across Canada will begin to notice empty trays at seafood counters where fish Loblaw deems to be at risk and no longer sells were once displayed. Until sustainable sources can be found, consumers will instead be encouraged to try alternative options.

Announced in 2009, Loblaw’s commitment to sustainable seafood is guided by a 12-month action plan that involves establishing a sustainable procurement practice focused on responsible sourcing in every seafood category and categories that contain seafood. So, in addition to canned, fresh, frozen, wild and farmed seafood, Loblaw’s commitment also covers products where seafood may be an ingredient such as pet food, vitamins and juice.

The empty fish trays are part of Loblaw’s consumer education program aimed at helping consumers make better choices when purchasing fish and seafood. The program also offers information on the state of our oceans and sustainable seafood options through in-store brochures, signage and a Facebook page.