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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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Woolworths Launches First Private Label ASC Certified Fish in South Africa

November 20, 2015

Leading South African retailer, Woolworths, has achieved a significant milestone with the launch of its new range of ASC certified responsibly farmed fish.

Worthworths is launching its private label ASC certified tilapia products to coincide with the celebration of World Fisheries Day on 21 November which highlights the connection between the health of the world’s fisheries and human well-being.  

Woolworths has a long-standing commitment to sourcing sustainable fish options in both the wild and farmed fishing environments.  Through a variety of ongoing initiatives it raises consumer awareness of the dangers of overfishing and the importance of conserving collapsing fisheries by making responsible fish choices.  In 2008, Woolworths became the first retailer to commit to the WWF-SASSI Retail Charter.

“This Summer we’ve taken another major step in our responsible fishing journey. We’re delighted that concerned consumers can enjoy delicious fish while helping to lift the pressure on wild caught fish stocks,” says Spencer Sonn, Managing Director of Woolworths Foods. “A critical part of our commitment to making sustainable fish available is that we empower consumers to choose wisely and buy responsibly sourced fish.”

Woolworths new ASC certified fish products are:

  • Lightly Smoked Tilapia with Coriander & Sriracha Lime Butter
  • Lightly Smoked Tilapia with Pink Peppercorn Rub & Coriander Butter

The products will be labelled with the ASC logo, which provides consumers with the assurance that the fish comes from a responsibly managed ASC certified farm.

The launch of the new ASC certified lines is another step by Woolworths towards meeting its 2020 commitments for aquaculture.


Chris Kastern, the Seafood Market Transformation Manager of the WWF South Africa commended Woolworths for taking the lead in launching South Africa’s first ASC certified private label farmed fish products.  “Over the years, Woolworths has shown true commitment in sourcing and making sustainable seafood options available.  By purchasing fish sourced from responsible aquaculture operations, Woolies customers contribute towards the protection of the planet, while supporting an aquaculture industry that is providing sustainable livelihoods in local communities.  Everyone wins throughout the supply chain while, at the same time, they are ensuring that environmental impacts are minimized.”

The Woolworths Aquaculture Journey

By the end of 2020

  •    All species from aquaculture operations will be WWF-SASSI Green-listed, or
  •    Where applicable, from aquaculture operations that are ASC (or equivalent) certified, or
  •    From aquaculture operations that are engaged in a credible, time bound Improvement Project (1).

(1) Woolworths, with the assistance of WWF, will determine the credibility of these Improvement Projects on a case-by-case basis and will provide guidance to fisheries/aquaculture facilities as to what constitutes a credible, time-bound improvement project.

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