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Whole Foods Market and MSC Celebrate 20 Years of Partnership

Whole Foods Market 20th anniversary

Educating Consumers In-Store

MSC celebrated 20 years of partnership with Whole Foods Market on sustainable seafood in June of 2019 for National Ocean Month. In 1999, Whole Foods Market became the first US retailer to partner with the MSC to make certified sustainable seafood available to customers around the US. MSC’s longest standing retail partner created sustainable seafood as a concept for consumers by sourcing MSC certified seafood and selling products with the MSC blue fish logo.  

To celebrate the partnership, a national, multichannel joint campaign was launched.  Key elements of the promotion included:

  • Campaign poster hung in all locations across the US, 479+ stores
  • Seafood counter staff all wore co-branded hats to celebrate the occasion 
  • Direct mailer with MSC & Whole Foods Market narrative sent to consumers across the country
  • National PR and joint social media efforts

We love celebrating milestones! If you have a sustainability anniversary coming up, we’d love to help you promote it.