Migros launches the first ASC certified trout product

Migros is the first retailer globally to offer customers ASC certified trout. Migros, Switzerland’s largest retail company, now offers customers two smoked trout fillet products under the Migros M Classic brand produced by the ASC certified Danforel Christiansminde Farm in Denmark.

The ASC certified smoked trout fillets in 75g and 125g supplements its range of ASC certified tilapia and pangasius products.

Sandra Hinni, Project Management Fisheries Sustainability at Migros, said: “We are delighted to be the first to offer ASC certified trout to our customers. We are continually looking for ways to offer our customers sustainable choices.

“ASC is globally recognised and has rigorous criteria. So our customers can be assured that our ASC certified products can be traced back to a responsibly managed farm. Already 94 per cent of fish sold in Migros comes from responsible sources; by 2020 we aim to have our entire range of seafood responsibly sourced – and these two new products bring us a step closer.”

Esther Luiten, ASC’s Commercial Marketing Manager, said: “Responsible sourcing is at the core of Migros sustainability pledge. Migros has been a supporter of ASC since 2011 and in 2012 became one of the first retailers to offer ASC certified products to customers.

“We applaud Migros for their efforts to support responsible fish farming and their contribution to environmental and social responsibility in aquaculture.”

Demonstrating environmental and social responsibility

Danforel’s Christiansminde Freshwater Farm in Denmark, which supplies the ASC certified trout to Migros, was the first farm to meet the rigorous ASC Freshwater Trout Standard for responsible aquaculture following independent assessment against the standard.

ASC certified farms demonstrate that they are well managed and minimises any adverse environmental and social impacts. As a result they deliver a cleaner seabed, cleaner water and healthier fish. They can also demonstrate that they are preserving the diversity of the species and wild population, adhering to strict feed requirements and ensuring social responsibility.

Robust and independent certification


ASC’s chain of custody process traces the fish used in Migros products, from the store back through the supply chain to the ASC certified farm.

This chain of custody certification provides consumers with assurance that all products carrying the ASC logo are sourced from farms that have met ASC’s robust standards.

Companies that wish to sell their products as ASC certified must gain ASC chain of custody certification. To do so, they must pass a third party audit conducted by an independent certification body, which is accredited by Accreditation Services International. Certified companies are subject to annual surveillance audits, unannounced audits and product trace backs.