Only 6 Months Old, Hy-Vee’s Responsible Choice Seafood Initiative is Already a Success Story

Six months into Hy-Vee’s Responsible Choice seafood program – our pledge to responsibly source all fresh and Hy-Vee brand seafood by the end of 2015 – we’re ahead of where we thought we would be.

We’re not the only ones who think so. Greenpeace USA ranked us No. 5 among the country’s top 26 retailers for our efforts in its Carting Away the Oceans: 2014 Rankings of Seafood Sustainability in U.S. Supermarkets report. That’s quite an accomplishment, and it’s the people who work at Hy-Vee and Perishable Distributors of Iowa (PDI) who give me the confidence to say that at this time next year, we will have made good on our pledge.

Some reasons:

Behind-the-scenes work building on already solid relationships with our partners for two years made for a smooth roll-out of the initiative earlier this year. We made sure our vendors were on board and all of our suppliers were on the same page as far as understanding what kind of product we need to meet the goals of our Seafood Procurement Policy.

One big surprise was how willing our vendors were to change with us. We’ve never had a procurement policy as strict as this one, but we found that suppliers are looking ahead at their futures as well. They are as interested as we are in doing the right thing to protect the oceans and the marine life that depend on them for survival.

Another surprise was that we only had to drop a few suppliers. We were afraid going into this initiative that we might have to abandon some long-standing relationships, but that wasn’t the case.

The few we did have to drop because their products just couldn’t be purchased under our Policy – a last resort – were very low-volume suppliers of specialty items.

One of the benefits of this program is that issues that were only whispered about are now front of mind among our employees and customers. It was an “out of sight, out of mind” type thing.”

We’ve heard about the issues affecting the world’s oceans, but may not have taken the risks all that seriously. As a result of this initiative, we’ve all become more aware of what is going on and we truly understand the issues fisheries deal with and how they’re engaged in doing the right thing.

There are still some challenges with some species, and educating the public about farm-raised salmon is one of the biggest ones. It’s a hot topic among consumers, and what they primarily hear is negative.

They’re not aware of all the good the farm-raised salmon industry has done to protect wild species. Salmon is one of the most sought-after seafood species in the world, and wild stocks can’t begin to cover the demand.

It’s a matter of increasing consumer awareness.

Implementing a holistic Responsible Seafood Program isn’t something you flip a switch on overnight. But overall, we’ve done a great job and achieved great success in a short time.

Author: John Rohrs

I’m John Rohrs, seafood purchasing manager at Perishable Distributors of Iowa, a wholly-owned subsidiary of Hy-Vee established in 1982 to provide a central distribution system for perishable products to Iowa stores. In my job, I work with stores to help create more sales and educate employees on seafood. Through Hy-Vee’s Responsible Choice initiative I’ve enjoyed meeting and communicating with vendors and creating the friendships that make our partnerships work.

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