The Kroger Company has partnered with the World Wildlife Fund (WWF) in order to better promote sustainability to consumers. One of the company’s goals relating to sustainability includes selling seafood that is caught only from sources under the Marine Stewardship Council. Kroger hopes to achieve this goal by the year 2015.
In the past year, the partnership between Kroger and the WWF has been striving to establish improvements in order to make seafood more sustainable. Areas that need improvement include seafood buying standards and practices. In an internal analysis done on Kroger, results show that the seafood Kroger sells comes mostly from sources which are Marina Stewardship Council Certified. The council is a non-profit, international organization which has been created to develop and promote solutions to address overfishing. By 2015, Kroger hopes to get all their wild-caught seafood from sources that are certified by the council.
According to Mark Van Buskirk, Kroger’s vice president for seafood and meat marketing, the company wants to ensure that their customers and their kids will be able to enjoy seafood that is fresh, as well as sustainable for years and years to come.
In addition, Kroger has also been supporting several improvements in the fishery industry. These fishery improvements are focused on helping certain fisheries (such as Ecuadorian mahi mahi) carry out their operation in a way that will be consistent with the standards set by the MSC. This project that Kroger is participating in is also in partnership with the WWF, an organization which has been a leader in terms of global conservation.