Hy-Vee Private Meets Responsibly Sourced Seafood Commitment

hyveeThe Iowa-based grocer Hy-Vee this week announced that 100% of its fresh and private brand frozen seafood now comes from environmentally responsible sources.

The retailer chain said it met the goal it set in 2011 to procure all its fresh and frozen seafood by the end of 2015 in all its stores. To meet its goal, Hy-Vee chose to transition all of its fresh and private brand farmed salmon to responsible sources rated yellow or green by Monterey Bay Aquarium’s Seafood Watch program, and supplement those options with wild Alaskan salmon.

By engaging in certification strengthening and encouraging shrimp farmers to make improvements, Hy-Vee also was able to source 100% of its fresh and private brand frozen farmed shrimp from responsible sources.

In 2016, Hy-Vee plans to expand its Responsible Choice Seafood Program to include other seafood categories, including shelf-stable tuna and sushi.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.