Canadian Packaging

Sobeys adds new sustainable traceability system

Traceability system tracks seafood from the ocean to the consumer's plate.

September 22, 2011
by Canadian Packaging Staff

With consumers now more than ever wanting to ensure their consumable products come from a sustainable source, grocery giant Sobeys Inc. has unveiled a new comprehensive sustainable seafood traceability system that allows customers to trace the complete trek of their seafood purchase from their dinner plate all the way back to the fisherman who landed it, the boat that was used, where it was caught and how it was caught.

Via a partnership Ecotrust Canada‘s Thisfish traceability program, Sobeys’ customers can trace a wide range of fresh seafood products and frozen Sensations by Compliments brand of seafood right back to its source of capture.

“Sobeys Incorporated is proud to be the first Canadian grocery retailer to offer an innovative and comprehensive seafood traceability system that focuses on more sustainable sources and allows customers to verify the authenticity and quality of their seafood purchases,” states David Smith, vice-president of retail strategy and sustainability with Sobeys. “It not only provides Canadians with a robust set of information about the source of their seafood, it directly connects them to the fishermen that catch their fish.”

According to Sobeys, this traceaability program is easy to understand and will allow the consumer to be better-informed about their seafood purchases, as well being assured that these products were caught and handled using responsible fishing practices and processes—fishing techniques that Sobeys insists on.

Customers will find a unique code to input on and a QR code to scan using a smartphone, or it can simply be inputted via a computer at

Data provided gives the customer a look behind the scenes showing the origin of the catch, product preparation and recipe tips, pictures of the boat and crew, the boat’s log book and information on Sobeys’ own sustainability initiatives. There’s even the option for the consumer to send a message directly to the fisherman who caught that particular fish product.

Available at all Sobeys stores across Canada, IGA and Thrifty Foods grocery store in Western Canada, the seafood products utilizing the sustainable traceability system can be found on:

  • Sensations by Compliments Wild Albacore Tuna Portions;
  • Sensations by Compliments Wild Black Cod Fillets;
  • Sensations by Compliments Wild Pacific Halibut Fillets;
  • Sensations by Compliments Wild Sockeye Salmon Fillets.

About Sobeys Inc.

Sobeys Inc. is a leading national grocery retailer and food distributor headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire Company Limited, Sobeys owns or franchises more than 1,300 stores in all 10 Canadian provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, Price Chopper and Thrifty Foods, as well as Lawtons Drug Stores. Sobeys Inc. is committed to providing the most worthwhile experience for its customers, employees, franchisees, suppliers and shareholders. For more information about Sobeys’ Sustainable Seafood Policy, visit Company information can be found at

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