(Fish Up Date).- A US organic chain is said to be breaking new ground in seafood retailing by carrying exclusively eco-friendly seafood at its five stores in Maryland and Virginia.

My Organic Market (MOM's) made the commitment after partnering with FishWise, a nonprofit consultancy which provides strategic advice, point of sale consumer education, staff training, and sourcing assistance for seafood retailers.

"MOM's is the first retailer in the United States to make a commitment of this degree to seafood sustainability; they have significantly raised the bar for companies seeking to provide their customers with healthy and eco-friendly seafood," said Tobias Aguirre, executive director, FishWise.

MOM's said it believes urgent action is necessary as, according to the United Nations Food and Agriculture Organisation (FAO), 75% of the world’s fisheries are depleted, over-fished, or at full capacity. The company said it believes that, by promoting eco-friendly seafood purchases, fishermen will be encouraged to switch to sustainable fishing methods.

MOM's vice president of grocery, Lisa de Lima said: "MOM’s mission as a company is to protect and restore the environment and we have proudly been at the forefront of many environmental issues. FishWise has provided us with the tools and the ongoing support we need to offer customers healthy choices that are good both for themselves and the ocean."

MOM's new seafood labels have a green stripe to convey that the item is a best choice, and indicates where and how it was caught or farmed. To be labelled green, the seafood was caught or farmed using methods that maintain healthy populations, sustain a long-term supply of fish, and have minimal impact on the surrounding ecosystem, according to the Monterey Bay Aquarium’s Seafood Watch criteria.

A Low Mercury List, created through FishWise's partnership with Environmental Defense, is posted on the front of the seafood case. MOM's says this will help consumers purchase seafood with confidence as it identifies more sustainable species that have been tested to be low in mercury and PCBs.

FishWise is one of 14 North American conservation organisations that have formed the Conservation Alliance for Seafood Solutions, which released on May 8 the "Common Vision for Environmentally Responsible Seafood".

The Common Vision creates a clear path for achieving sustainability in the seafood industry. It lists the steps companies can take to develop and implement a comprehensive, corporate policy on sustainable, wild-caught and farmed seafood. MOM's was one of the first retailers to publicly support the Common Vision.

Source: http://www.fishupdate.com