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    FreshDirect Carrying Certified Sustainable Fish

    NEW YORK -- FreshDirect has become the first U.S. online retailer to offer six varieties of fish certified as sustainable by the Marine Stewardship Council (MSC).

    NEW YORK -- FreshDirect has become the first U.S. online retailer to offer six varieties of fish certified as sustainable by the Marine Stewardship Council (MSC).

    Employing the MSC's extensive criteria, third-party auditors verified that FreshDirect's business practices guarantee sustainable seafood authenticity.

    "Seafood lovers and industry leaders are increasingly aware of how important sustainable fishing practices are to ensuring the future of ocean ecosystems," said FreshDirect president and c.e.o. Steve Michaelson. "Recognizing and supporting well-managed, responsible fisheries provides global benefits, and we believe that FreshDirect's relationship with the MSC helps to ensure robust seafood populations."

    The retailer's lineup of certified sustainable fish includes Pacific halibut, several types of Alaska salmon, and Pacific sablefish, with additional varieties slated to roll out in the near future.

    Founded in 1997, the MSC is an independent global nonprofit organization that worked for two years to develop its Principles and Criteria for Sustainable Fishing, which provides environmental and production standards for sustainable, well-managed fisheries.

    "Responsible and sustainable fishing is gaining awareness among consumers," said MSC commercial director Philip Fitzpatrick. "With more and more consumers asking about the sustainability of their seafood, FreshDirect is helping to ensure a stable future for our fish supplies, the fishing industry, and the oceans."

    FreshDirect, which currently serves most of Manhattan and locations in Queens, Brooklyn, and the Bronx, as well as parts of New Jersey, Westchester, and Nassau County, has over 250,000 customers and has fulfilled almost 5 million orders since opening for business in September 2002.

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