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'Jours Bleus' Sustainable Seafood Event in France

17 February 2012

FRANCE - Following the success of the first two sustainable seafood promotions, Carrefour, the world's largest food retailer, and three leading seafood brands Findus, Labeyrie and Connétable are launching event 'Les Jours Bleus' for the third year in succession.

From 28 February, the companies will jointly promote seafood products bearing the MSC sustainable fishing ecolabel in all Carrefour stores across France.

This multi-brand campaign stems from a shared commitment to increase consumer awareness of the MSC and show shoppers that, by choosing MSC labelled products, they can help protect marine resources by rewarding sustainable fisheries.

Les Jours Bleus (Blue Days in English) will be run over two periods in Carrefour stores all across France:

  • From 28 February to 7 March in Carrefour hypermarkets
  • From 20 to 27 March in Carrefour Market supermarkets

Independent research conducted in 2011 on environmental labels shows that, for 86 per cent of French people take environmental considerations into account when choosing a product.

Edouard Le Bart, MSC Manager – France says: "Through the purchases they make, consumers have the power to reward fisheries that are protecting the oceans. This is why, for several years now, the Marine Stewardship Council, has been working with partners around the world to roll out in-store multi-brand campaigns, to raise consumer awareness of sustainable fishing."

In France, Carrefour has undertaken to support the MSC and rise to the challenge of promoting sustainable fishing practices. Hervé Gomichon, the Group's Quality and Sustainable Development Director explains: "It is important for Carrefour to offer its customers seafood products that are sourced from well-managed fisheries. For a number of years now, we have opted for certain species from sustainable sources and have developed a range of 40 MSC labelled products of our own brand. Carrefour currently has the largest range of MSC labelled products in France. Our customers are increasingly looking for the MSC ecolabel on packs. With les Jours Bleus, we wish to encourage them to choose seafood from sustainable sources, and contribute to enhancing recognition of the MSC ecolabel inside our stores. Together, with our shoppers and partners, we can help to preserve our oceans."

For more information on Les Jours Bleus 2012 click here.

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