Stop in your local Hy-Vee and pick up Prince William Sockeye Salmon, featured in the ad this week!
It’s time to fire up the grill! Everyone enjoys a great burger, and this recipe features Responsible Choice salmon transformed into a summertime favorite.
Yield 4 burgers
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Hy-Vee was recently featured on the popular seafood website SeafoodSource.com after Brett Bremser, executive vice president of perishables at Hy-Vee, spoke about the company’s sustainability efforts at the SeaWeb Seafood Summit earlier this month.
The website article references Midwesterners and their growing interest, knowledge and love for seafood. It also discusses Hy-Vee’s efforts to provide high-quality, sustainable seafood to customers in the heartland.
Read the article here or in its entirety below.
Midwestern consumers embrace Hy-Vee’s sustainable seafood offerings
By Brian Hagenbuch
Published on June 9, 2017
Despite living in the heart of red meat country, consumers in the Midwest United States are embracing a sustainable seafood campaign at Hy-Vee grocery stores, a chain with more than 240 employee-owned supermarkets throughout the Midwestern United States.
Speaking at a session on business models that support small-scale fishing on Wednesday, 7 June at the SeaWeb Seafood Summit in Seattle, Washington, Brett Bremser, Hy-Vee’s executive vice president of perishables, said the supermarket chain started working with Fishwise in 2012 on a sustainable seafood procurement policy. But he said the real eye-opener came last year when Hy-Vee rolled out a multi-pronged marketing campaign for Fair Trade tuna.
Bremser said the campaign was a success out of the gates, with Hy-Vee using its monthly magazine and Facebook page as well as a strong point-of-sale element to reach around three million customers and educate them on its sustainable seafood policy.
“It’s hard to quantify what caused them to make their purchasing decision. Whether it was increased awareness through the point-of-sale and all the marketing, or whether it was all the messaging we did that resonated well with customers, but it was well over a double-digit sales increase in year one over what we were doing before,” said Bremser, adding that the uptick in sales easily justified increased costs.
Bremser said there is a common misconception that consumer interest in traceability and sustainability is confined to the urban centers on the East and West Coasts of the United States.
“I think a lot of times people look at the Midwest and they think folks there really don’t care. That’s not true at all. They ask us a lot of questions about the sources because having more of an agricultural base, they understand animal welfare. They understand social welfare. I don’t think there’s probably anyone who is better aligned with that than Midwestern folks,” he said.
There have been challenges. Bremser said consumers get “scared” of seafood because it is more expensive than beef and pork and they do not know how to prepare it. To that end, Hy-Vee uses it’s some 400 staff chefs – the chain has in-store restaurants – to give seafood cooking classes.
They have also ramped up their investment in educating counter personnel, going so far as to send associates to get a firsthand view of fishing operations on shrimpers in the Gulf of Mexico or salmon boats in Alaska.
“You can’t imagine how impactful that is, when the seafood manager comes back and says, I got to go to Alaska, I got to fish for that, and it was amazing and this is how it’s handled,” Bremser said.
Hy-Vee has officially committed to the United Nations’ Sustainable Development Goals, a set of 17 targets that aim to eliminate poverty, protect the environment, and promote global peace and prosperity.
Our involvement centers on a group commitment created by Conservation International and supported by our partner FishWise: Committing to Social Responsibility in Global Fisheries and Aquaculture. Our pledge addresses human rights in seafood supply chains and aligns with one of the 17 overall goals, Goal 14: Life Below Water.
As the first retailer to sign on, we are committing to best practices in social responsibility in the seafood sector, including adopting Fair Trade-certified seafood, practicing due diligence to combat possible human rights risks in our seafood supply chains, and annually reporting on progress against these targets.
Fisheries and aquaculture employ millions and are an important food source for billions of people. Significant resources have been invested in transitioning fisheries toward environmental sustainability, and more recently, human rights abuses in fisheries have placed social issues at the forefront. This voluntary commitment will create change through the backing of a global partnership including businesses, governments, intergovernmental organizations and NGO partners, that are collectively committing to drive improvements in social responsibility in the industry.
Be sure to check back periodically for updates on this goal and Hy-Vee’s milestones in social responsibility.
Hy-Vee is a partner of Fair Trade USA, a nonprofit organization and the leading certifier of Fair Trade products in North America. Recently, Hy-Vee successfully transitioned 100 percent of its service case tuna to Fair Trade Certified™ in all Hy-Vee stores. The Fair Trade Certified seal recognizes best-in-class seafood companies for their commitment to sourcing ethical seafood. As part of Hy-Vee’s partnership with Fair Trade USA, it’s working to build more resilient livelihoods in fishing communities, improved working and living conditions, increased supply and demand for responsibly sourced seafood, and enhanced environmental stewardship and ecosystem protection.
If you’re gathering with family in honor of Father’s Day, consider this flavorful, easy-to-prepare recipe made using Hy-Vee Responsible Choice shrimp. It’s sure to impress!
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Grilling season is here, and there’s nothing more delicious than fresh, Hy-Vee Responsible Choice seafood on the grill. This recipe is great for entertaining or enjoying time with family as you kick off the summer season.
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Hy-Vee Responsible Choice wild salmon, caught from Alaska’s Copper River, are some of the very first salmon to arrive in stores when the fresh wild season opens in mid-May. This yearly event attracts media attention and draws foodies from around the globe. The celebration kicks off with the first fish arriving in Seattle aboard an Alaska Airlines Boeing jet, a plane that features a huge mural image of salmon along the entire length of the jet.
The consumer demand for this product has grown each year with foodies eagerly waiting for the first salmon to arrive in their local Hy-Vee. The pure, pristine environment of the Copper River helps to create an omega-3 powerhouse. Copper River salmon begin their journey 300 miles downstream at the mouth of the Copper River, then make the long trek up through fast currents and unspoiled glacial-fed waters to reach their spawning grounds. This trek requires the salmon to store extra energy in the form of fat. The one-of-a-kind flavor and texture generates from this fat and makes any seafood lover’s mouth water. It is truly some of the highest prized salmon in the world.
The Copper River takes its name from the rich copper deposits found along its banks. This massive body of water has 13 major tributaries, is one mile wide and runs at seven miles per hour. The Copper River is the 10th largest river in the United States, and is home to some of finest, well-managed salmon stocks in the world. Alaska’s successful management practices are considered a model of sustainability for the rest of the world. The Alaska Department of Fish and Game monitors fish populations at several points along the Copper River and counts salmon heading up the river to ensure that an adequate number migrate to spawning grounds to reproduce each year. Policies like this have helped Alaska maintain one of the world’s most abundant sources of delicious wild seafood for generations to come. This is why we proudly place our Hy-Vee Responsible Choice label on wild Alaska salmon.
Hy-Vee has successfully transitioned 100 percent of its sushi to responsible sources. We guarantee that all sushi prepared and sold in our 244 Midwestern stores, including Hy-Vee Market Grille restaurants, will now contain seafood that is caught in an environmentally and socially responsible manner.
According to Hy-Vee’s recently updated Seafood Procurement Policy, we are committed to sourcing seafood in its fresh-made Nori Sushi bars and Hy-Vee Market Grille restaurants 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 in a time-bound improvement process.
Hy-Vee’s goal is to offer the art of sushi to its customers while maintaining a solid commitment to responsible menu choices. Hy-Vee’s sushi options include a variety of the freshest seafood selections, all of which are responsibly sourced.
The ahi tuna used in Hy-Vee’s Nori Sushi is made with Seafood Watch green-rated, Fair Trade-certified yellowfin tuna. The tempura and ebi shrimp are from BAP 3 Star- and BAP 4 Star-certified sources. The salmon is Seafood Watch yellow-rated Verlasso salmon from Chile. Hy-Vee’s surimi is from the Marine Stewardship Council-certified U.S. Alaska pollock fishery.