Kesko has added three MSC-certified fish products to its shelves in an effort to help customers make more responsible choices when buying fish.
The added varieties will be available to purchase from September, the retailer added.
The New Range
Kesko is adding the new fish products to its Pirkka and Pirkka Best ranges. It includes Pirkka Best juniper berry herring fillets, Pirkka shoemaker salmon, and Pirkka herring rolls.
All three products use fish from the Baltic Sea.
Juha-Matti Laisi, sales manager at Kesko, said, ''The herring products in the Pirkka and Pirkka Best series are a responsible, Finnish, and delicious choice on the store's fish shelf.
"Herring, which acts as the raw material, is caught in the Baltic Sea, more specifically in the Bothnian Sea, and these products are produced in Finland. Eating the Baltic Sea's own delicacies is the right environmental act."
The Finnish Herring Office is involved in the production of the new additions, which have acquired the Good from Finland label. It informs customers of a product's Finnish-origin, while the MSC certificate communicates responsible fishing.
Responsible Fishing
All fish purchases made by Kesko are guided by the K-Group's fish and seafood policy, which has been in place for 12 years and is updated annually per the recommendations of the WWF Fish Guide.
In accordance with the policy, Kesko's selections do not include species marked with red traffic lights in the WWF's fish guide.
Grocery responsibility director, Timo Jäske, said, "As the world's most sustainable corporation in the trading sector we want to contribute to the protection of fish stocks and at the same time make our customer's responsible choices store as easy as possible. By favouring domestic fish or choosing to trade MSC and ASC marked fish products can contribute to sustainable fisheries."
© 2021 European Supermarket Magazine. Article by Conor Farrelly. For more Retail news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.
