Hy-Vee Introduces Responsible Choice Seafood Program

New program will inform customers about Hy-Vee's high quality seafood that comes from environmentally responsible sources

WEST DES MOINES, Iowa, Feb. 3, 2014 /PRNewswire-USNewswire/ -- Responsible Choice – two simple words that now bring a volume of information to Hy-Vee seafood customers. Starting today, Hy-Vee shoppers will see the blue and green Responsible Choice logos on select products in the seafood case. The Responsible Choice education program is part of Hy-Vee's ambitious Seafood Procurement Policy that provides customers high quality seafood acquired through responsible methods and in accordance with the highest environmental standards in the food industry.

"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 Hy-Vee's Nate Stewart, Vice President of Perishables. "Responsible Choice assures our customers that their seafood is of the highest quality and that Hy-Vee is committed to the global environment."

Hy-Vee offers a diverse seafood selection to its Midwest customers and is dedicated to maintaining these high standards as the company implements the expanded seafood policy. To protect marine resources and ensure future seafood supplies, Hy-Vee has committed 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.

ABOUT HY-VEE, INC
With 235 retail stores across eight Midwestern states and sales of more than $8 billion, Hy-Vee ranks among the top 25 supermarket chains and the top 50 private companies in the United States. Supermarket News, the authoritative voice of the food industry, has honored the company with a Whole Health Enterprise Award for its leadership in providing services and programs that promote a healthy lifestyle. For more information, visit www.hy-vee.com.

Contact: Christine Friesleben – Assistant VP, Communications
Phone: (515) 267-2941 – Mobile: (515) 250-3929 – E-mail: [email protected]

SOURCE Hy-Vee, Inc.

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