Hy-Vee Unveils ‘Responsible Choice’ Seafood Program

As part of the grocer’s Seafood Procurement Policy, Hy-Vee has unveiled its new Responsible Choice program, in which select seafood products will bare a blue and green logo indicating they were sourced responsibly.

"The Responsible Choice logo serves as a seal of approval that more and more of our seafood is responsibly harvested or raised, minimizing damage to the environment and other sea life," said Nate Stewart, VP of perishables at West Des Moines, Iowa-based Hy-Vee. "Responsible Choice assures our customers that their seafood is of the highest quality and that Hy-Vee is committed to the global environment."

Seafood Sourcing

Hy-Vee’s expanded seafood policies aim to protect marine resources and ensure future seafood supplies through the grocer’s commitment to sell responsibly sourced fresh and frozen seafood that is rated Green or Yellow by the Monterey Bay Aquarium's Seafood Watch program; certified to an environmental standard equivalent to these ratings; or is sourced from credible, time-bound improvement processes by the end of 2015.

Hy-Vee's Responsible Seafood Commitment and its comprehensive Procurement Policy were developed in partnership with FishWise -- a non-profit organization focused on supporting sustainability through environmentally responsible business practices.

Hy-Vee operates 235 retail locations across eight Midwestern states.