The international organisation ASC™ - Aquaculture Stewardship Council, chooses Carrefour Italy as a partner to engage consumers on the topic of responsible aquaculture
The international organization ASC™ - Aquaculture Stewardship Council, has chosen Carrefour Italy as its partner to engage consumers on the topic of responsible aquaculture, launching the "Acquaculturizzati" campaign, which will run from July 10 to 23, 2025, in Carrefour direct stores (hypermarkets, markets, and express stores) throughout Italy.
The communication chosen for the occasion is characterized by a high-impact, unconventional approach, in which irony and provocation capture consumers' attention, raising awareness of responsible aquaculture and the new way of working of the ASC-certified fishing industry.
Carrefour's collaboration with ASC began in 2018 with the introduction of a Chilean mussel product under the ASC brand, followed by products made from other species such as salmon, sea bream, sea bass, and prawns. To date, 25 Carrefour-branded products can be found with the green ASC logo.
La collaborazione di Carrefour con ASC è iniziata nel 2018 con l’introduzione di un prodotto di cozze cilene con il marchio ASC, a cui hanno fatto seguito prodotti di altre specie come salmone, orata, branzino, mazzancolle. Ad oggi, si possono trovare 25 prodotti a marchio Carrefour con il logo verde ASC.
The campaign includes both a dedicated promotion, with discounts of 20 to 35%, on Carrefour-branded products as well as well-known brands like Findus, as well as consumer awareness sessions, with information booths set up on the weekends of July 12-13 and 19-20 in the hypermarket channel.
"We are proud to launch the first direct-to-consumer campaign in Italy. These activities are essential not only to raise awareness of the role of responsible aquaculture, but also to strengthen awareness of the power each consumer has when choosing what to put in their shopping cart," says Desirée Pesci, Market Development Manager for ASC Italy. "We are very pleased to collaborate with Carrefour: their role is crucial in acting as a link between ASC and consumers, making information more accessible and facilitating sustainable choices."
"As a Benefit Corporation, Carrefour Italy is committed to doing its part to contribute to the Carrefour Group's goal of reaching 50% sustainable fish sources by 2025," says Josephine Ducatteau, CSR & Food Transition Manager at Carrefour. "We are therefore proud to be the first retailer in Italy to collaborate with ASC to launch a national campaign dedicated to promoting ASC-certified aquaculture: a model that respects the environment, animal welfare, and local communities. This strategic partnership represents a concrete step towards an increasingly sustainable assortment, in line with our mission to create a positive impact on the food system."
Aquaculture affects the entire future of the planet and its inhabitants. Wild-caught seafood is no longer able to meet the food needs of a growing global population. For this reason, more than half of the fish consumed worldwide already comes from fish farms, and this share is expected to increase. (Source) The rapid growth of aquaculture, however, can lead to poor management of fish farms, water pollution, local environmental damage, and inadequate working conditions.
It is therefore more important than ever that fish farming be managed responsibly, with people and the planet at heart.
ASC certification is the leading international benchmark for responsible aquaculture (the only one compliant with the ISEAL Code), guaranteeing carefully raised fish and seafood from farms certified according to rigorous ASC standards, based on scientific and measurable data.
For information:
ASC Italia
Desirée Pesci
Mobile: 0031.651430760
Mail: desiree.pesci@asc-aqua.org
ASC - Aquaculture Stewardship Council (ASC)
Founded in 2010, the Aquaculture Stewardship Council is a non-governmental organization developing an ambitious program to transform fish farming globally and promote the best performance in aquaculture, focusing on environmental sustainability and social responsibility. The first collaborations were established in the Netherlands, with the Dutch Sustainable Trade Initiative (IDH) and WWF Netherlands. Today, seafood products bearing the ASC label are already available to consumers in over 90 countries. ASC defines strict standards for issuing its certification, with independent conformity assessment bodies, thus ensuring a high level of reliability in the seafood supply chain. Only after passing the audit can farmed fish products be sold at retail with the ASC seal on the packaging. ASC then reinvests the revenue from certified products and charitable donations to promote responsible fish farming.
Learn more about the campaign
it.asc-aqua.org/acquaculturizzati/
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