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WWF Collaborates with Supervalu on Sustainable Seafood Assessment and Sourcing Strategy

Strategy to address both wild-caught and farmed seafood 

WASHINGTON, DC, February 16, 2010 – World Wildlife Fund (WWF) today announced a new collaboration with SUPERVALU, one of the largest food retailers in the United States, to create a strategy for sustainably sourcing the store’s wild-caught seafood. As part of the collaboration, WWF will help SUPERVALU assess the sources of the company’s top 20 wild-caught seafood species. The assessments will inform the development of a new sustainable seafood sourcing strategy that will drive the company’s seafood purchases. This includes evaluating Marine Stewardship Council certification for wild species.

Fishing is the principal livelihood for over 200 million people around the world and the primary source of protein for about 950 million people. Yet since the 1950s, it is estimated that over 75% of the marine fish stocks are now either fully exploited or overfished. The world’s oceans and the marine life they sustain are at risk.

“Major food retailers like SUPERVALU have an important role to play in changing the way seafood is harvested or grown, both to reduce its impact on the planet and to ensure the fish we rely on exist for generations to come,” said Bill Fox, vice president of WWF's fisheries program. "Conserving marine habitats and promoting sustainable fishing methods is important to people and wildlife alike.”

Following the completion of the assessments and strategy, WWF and SUPERVALU intend to engage the company’s source fisheries on improving environmental practices. SUPERVALU also will work toward sourcing more sustainable farmed seafood by participating in the Aquaculture Dialogues, a WWF-led project that will result in global standards designed to minimize the environmental and social impacts associated with farmed seafood.

Through its Sustainable Seafood Initiative for wild-catch fisheries, support for the Marine Stewardship Council (MSC) and International Seafood Sustainability Foundation, and organization of the Aquaculture Dialogues, WWF is actively engaged in the Common Vision partnership of North American non-governmental organizations for sustainable seafood. For more information on WWF’s sustainable seafood work, visit:

WWF is the world’s leading conservation organization, working in 100 countries for nearly half a century. With the support of almost 5 million members worldwide, WWF is dedicated to delivering science-based solutions to preserve the diversity and abundance of life on Earth, halt the degradation of the environment and combat climate change. Visit  to learn more.