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ASC creates measurable positive change in global seafood farming.

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Join the most recognised certification programme and benefit from trading ASC certified seafood.

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ASC creates measurable, positive change in global seafood farming.

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First Think Fish Week in Belgium: supporting consumers to choose certified seafood

September 7, 2015

Today saw the launch of the first Think Fish Week in Belgium (7-13 September 2015). Over the week consumers will be encouraged to choose MSC or ASC certified seafood.

Think Fish Week Belgium has a flying start with six major retailers taking part, representing 60 per cent of the market share. Albert Heijn, Aldi, Carrefour, Delhaize, Lidl and Spar are showing customers how easy it is to choose sustainably caught and responsibly farmed seafood. And, restaurants McDonalds and Quick are also participating.

The campaign is also supported by 17 well known Belgian chefs – visit to find out why they advocate sustainably and responsibly produced seafood and be inspired by the recipes on the website (in Dutch/ French).

Think Fish Week is a joint initiative by the ASC, MSC and WWF Belgium. Together with the participating companies, Belgian seafood lovers are inspired to help ensure the health of the oceans and the livelihoods of local communities. When choosing ASC or MSC certified seafood, certified fisheries and farms are rewarded for their responsible practices. Together we can protect the availability of seafood for the future.

A 2013 survey found that Belgian consumers are aware that they can help make a difference. And, Belgian retailers and suppliers have stepped up over the last year to increase the availability of certified seafood in Belgium. The amount of ASC certified seafood sold in Belgium increased 185 per cent in 2014 compared to 2013, so this awareness campaign is quite timely.

All the companies taking part in this campaign have put competition aside to invest in an increased understanding of the importance of choosing certified seafood and an increased recognition of the ASC and MSC logos.

Roel Dekelver, Delhaize: “Delhaize is committed to offer sustainably caught and responsibly farmed fish with the MSC-ecobale and ASC-logo. Therefore we participate in the Think Fish Week. Delhaize customer can trust that the seafood comes from responsible sources, whether it is fresh, frozen or canned. Together we can ensure that future generations can also enjoy this delicious and healthy products of the sea.”

Virginie Vanderkelen, Spar Belgium, part of Colruyt Group: “We offer fresh seafood products in our new private label range. These products are from sustainable fisheries or responsible farms. The Think Fish Week is an ideal moment to inform our customers. By choosing for MSC and ASC labelled seafood they can make an easy and responsible choice.”

Pieterjan Rynwalt, Lidl: “The Think Fish Week in Belgium is an excellent moment to explain the importance of sustainable fishing and responsible aquaculture to our customers. For us, sourcing sustainable seafood is a key priority in our sustainability strategy. We are very pleased that the Think Fish Week allows us to highlight our offer of MSC and ASC certified seafood to our customers.”

Baptiste Vanoutryve, Carrefour: “Carrefour Belgium is proud to offer more than 40 seafood products carrying the MSC ecolabel or ASC logo and thus to contribute to sustainable fisheries and responsible farming. Because of our outlet network of 750 stores, 650,000 Carrefour customers can make a responsible choice for healthy oceans.”

Colruyt Group also offers a wide range of ASC certified products, reflecting their commitment to responsible sourcing. It was the first retailer in Belgium to offer ASC certified shrimp, as well as offering ASC certified tilapia, pangasius and salmon through their own brand.

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