Chef Niven Kunz of MSC certified Michelin Star restaurant Niven prepares a 3 course lunch with MSC certified fish supplied by Lidl
MSC-ecolabel for sustainably caught fish assures ‘boat to plate’ traceability - All wild caught fresh and frozen fin fish at discounter Lidl now MSC labelled
Jun 01, 2012
The Hague, June 1st 2012 – Yesterday supermarket chain Lidl Netherlands  and the Marine Stewardship Council announced that all wild-caught fresh and frozen fin fish products sold by LIDL in The Netherlands are now labelled with the MSC ecolabel. All MSC labelled products can be traced to fisheries that have been independently certified to the international MSC standard for sustainable and well-managed fisheries. Lidl is the first supermarket in The Netherlands where only MSC labelled fish products are offered in the fresh and frozen sections. The discount retailer considers its investment in sustainable seafood to be a necessary contribution to ensuring the future of global fish stocks and will sell MSC labelled products at no additional charge to its customers. To celebrate their partnership, the MSC and Lidl have launched a joint marketing campaign putting all MSC labelled fish – from herring to cod to Alaska salmon– in the spotlight.
Chef Niven Kunz of MSC certified Michelin Star restaurant Niven serves Camiel Derichs (MSC) and Marlijn Somhorst (Lidl) MSC certified cod from Lidl with carrot and green vegetables
Lidl achieves sustainability milestone with MSC
In 2003 Lidl started with the gradual introduction of MSC labelled fish products as part of its commitment to protecting the world’s fish stocks and oceans. Lidl Netherlands has now achieved a milestone: all wild-caught fin fish products in its frozen and fresh sections carry the blue MSC ecolabel for sustainable seafood. Lidl also plan to expand their range of MSC labelled canned fish, and to extend their commitment to sourcing from MSC certified fisheries to other species and products. Its sustainable seafood sourcing policy is one of Lidl’s tangible steps towards meeting the goals of its extensive sustainability program ‘On our way to tomorrow!’. “We are constantly working towards achieving a good balance between economic performance and our care for people, animals, natural resources and the environment. In this process, we work closely together with our suppliers. While for us this way of working derives directly from our mission, we see at the same time that our customers appreciate this hugely,” says Selma Nederhoed, spokesperson for Lidl Netherlands.
MSC helping change shoppers’ choices with Lidl
For the Marine Stewardship Council, Lidl Netherlands’ achievement is an important development as part of fulfilling the MSC’s mission to achieve healthy oceans by working with partners and using its ecolabel program to recognise and reward sustainable fishing practices, and influence the choices people make when buying seafood.
What the MSC says
Nicolas Guichoux, MSC Director Europe points out. “Supermarket chains such as Lidl are among a growing number of businesses driving the expansion of the global market for sustainable seafood..."
“The MSC ecolabel on-pack means that the product can be traced back from the consumer’s plate to the certified fishery. In other words, when buying products with the MSC ecolabel, consumers are assured that these originate from sustainable fisheries,” says Karin Fredrikze, MSC communications manager Benelux. Recent independent surveys show that Dutch consumers are very well aware of the MSC ecolabel and are increasingly motivated to choose sustainably-sourced products. “In-store marketing is an important driver for consumer awareness and changing shopper behaviour”, Nicolas Guichoux, MSC Director Europe points out. “Supermarket chains such as Lidl are among a growing number of businesses driving the expansion of the global market for sustainable seafood. In-store promotions such as these by Lidl Netherlands encourage shoppers to choose sustainably-sourced seafood products. The more people choose MSC labelled seafood, the more fisheries are encouraged to transform their business to a sustainable basis and this, in turn, will help to protect fish stocks worldwide. ”
In-store marketing campaign targets Lidl shoppers
In a national in-store campaign in weeks 23-26 in May/June Lidl Netherlands and MSC are putting MSC labelled fish products in the spotlight in all 360 stores.With engaging, point-of-sale promotional materials, the supermarket chain aims to highlight sustainably-caught fish products with the MSC ecolabel on its shelves, and encourage shoppers to buy them, so helping their customers make an active contribution to healthy fish stocks for the future.
To view the list of MSC labelled products at Lidl stores in The Netherlands, visit the online MSC sustainable seafood product finder.
1] Lidl is one of the larger supermarket chains in The Netherlands with 360 shops. Under the catch-phrase ‘the highest quality for the lowest price’ the supermarket chain offers a large range of vegetables and fruits, meat and poultry, fresh bread, dairy and frozen. On top of its regular range, the retailer adds additional low-priced non-food products twice a week. Lidl’s mission is to offer the best for its customers and the environment. Today and for the future. As part of this mission, Lidl searches constantly for improvements with regards to the environment, sustainable trade and healthy food. All these initiatives are grouped under the vision ‘On our way to tomorrow!’. www.lidl.nl
MSC Regional Office The Hague: firstname.lastname@example.org or +31 (0)70 3605979
Lidl: Selma Nederhoed, Manager PR & Communications, email@example.com or +31 (0)35-5287187