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ALBANY, Calif. -- Andronico's Market here is introducing a new color-coded seafood labeling system designed to help shoppers choose products that are "ocean-friendly"-- meaning they're low in mercury and PCBs, and caught using methods that don't harm the surrounding ecosystem.
The chain will officially kick off the program, called FishWise, at its stores next month, after a silent launch over Labor Day weekend. (Story continues below.)
The FishWise sustainability rankings are in alignment with the Monterey Bay Aquarium Seafood Watch program and are determined by fish species, origin, and how it was caught or farmed, said Andronico's.
"It's our hope that FishWise labeling will help protect ocean life threatened by destructive fishing practices and ensure long-term supplies of healthy seafood," said Bill Andronico, president.
The retailer will hold a kickoff event Oct. 7 at its Los Altos, Calif. store, with representatives from FishWise and Andronico's seafood department on hand to speak with shoppers and offer literature. Shoppers will be able to sample seafood and take advantage of special pricing on select ocean-friendly seafood items, the retailer said.
"There is a lot of confusion about seafood among consumers," said Reid Pomerantz, corporate meat and seafood buyer for Andronico's. "We see FishWise increasing sales of sustainable seafood and seafood sales overall."
Andronico's operates nine stores in the northern California area.