Above all, it is about reaching the goal of just selling fish that have a green light according to the WWF seafood guide in 2020.
Since 2008, Axfood has had a fishing policy in place that, among other things, prevents the sale of seafood that has a red light in the WWF seafood guide.
Since then, work has gone on, for example, by increasing the share of eco-labeled fish. Hemköp fish counters are certified according to the rules of the Marine Stewardship Council, MSC.
Both Axfood and WWF have invested money to develop methods and tools in the Swedish shrimp fishing industry to increase the amount of environmentally labeled Swedish shrimp.
"We need to constantly work actively to develop fish counter content," said Åsa Domeij, Head of Environment and Social Responsibility at Axfood.
"It is about highlighting the good option, working with ecolabels and communication with the customers needs. It requires a constant exchange of knowledge and we will help with the WWF. For customers, it is important to be able to trust that the fish in our stores are sustainably fished or farmed."
"Everyone must do their part. Therefore, it is extremely encouraging that a major player like Axfood now wants to move up a gear and further contribute to a more sustainable supply of fish products," said Inger Naslund, expert on marine and fisheries at WWF.
