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Sustainable Seafood

At New Leaf, we're all about combining wellness with environmental stewardship, always on the lookout for ways to bring you the best in organic and sustainable goodness. Our 20-year partnership with Fish Wise is a testament to this commitment. Together, we're ensuring that your seafood choices are not only delicious but also responsibly sourced, contributing to the health of our oceans and planet.

FishWise is dedicated to the health of our oceans and bringing you the best in sustainable seafood. It's not just a program; it's a movement towards mindful fishing that respects our marine life and ecosystems worldwide. Through partnerships and a keen eye on environmental impacts, FishWise uses a straightforward rating system. This system helps you, the consumer, make choices that are good for the planet, one seafood meal at a time. It’s about enjoying delicious fish while ensuring our oceans thrive for generations to come.

Since 2003, New Leaf and FishWise have been working together, initially focusing on labeling seafood with details like species name, catch location, and Seafood Watch ratings. This partnership strengthened in 2018, led to more robust data collection and a collaboration with Seafood Watch, plus a new local sourcing policy to support smaller producers and boost the local economy. The goal is to make informed, sustainable seafood choices available to you.

We are refreshing our seafood section with the new Sustainable Choice icon, making it easier for you to identify and select sustainable options. This update replaces the previous color-coded system, ensuring clarity and support for both local producers and eco-friendly seafood. Now, instead of looking for green or yellow labels, just look for the Sustainable Choice logo for seafood that meets our high standards for sustainability and local support

20 Years with Fish Wise

When you choose FishWise-approved seafood at New Leaf, you're doing more than just picking up dinner. It's a step towards protecting our oceans' ecosystems and promoting sustainable practices that keep them thriving. Not only is choosing sustainable seafood beneficial for the planet, it's also packed with essential nutrients for your health. Every purchase supports a more responsible seafood industry and encourages suppliers to adopt eco-friendly practices. It's a simple choice with a ripple effect—improving your health and ensuring a sustainable future for our oceans.

We're passionate about making sustainable seafood choices straightforward and impactful. With FishWise's invaluable resources and our intuitive in-store signage, we demystify sustainability for you. Opting for FishWise-rated seafood means you're not just choosing a meal; you're choosing a healthier ocean. We've done the legwork, researching and aligning our offerings with sustainable practices, to ensure that when you shop with us, you're making informed choices effortlessly. Join us in this vital movement towards a sustainable future, knowing you're backed by trusted sources every step of the way.

Our partnership with FishWise reflects our ongoing commitment to responsible sourcing. This collaboration embodies our shared vision for a more sustainable future, acknowledging that each choice we make at the seafood counter impacts our planet's well-being. By choosing FishWise products, we're all participating in a collective effort to protect our oceans and ensure a healthier environment for future generations. Together, our choices make a significant difference, emphasizing our role in the global push towards sustainability.

Our commitment to sustainable seafood is a pledge to the planet, promising to honor its resources today and preserve them for generations to come.



Why is this change happening?

Over the past 20 years, we've refined our approach to offering seafood with a focus on sustainability. Our new icons on signage make choosing sustainable options easier, and we're now specifying whether seafood is wild-caught or responsibly farmed to increase transparency.

How can I tell if the fish I'm considering is sustainable?

Look for our new sustainability icon next to the fish in our display. This icon indicates that the seafood is sourced from eco-friendly practices, it's not overfished, and it's a responsible choice for both you and the environment. If you see our logo, it means we've verified that this seafood aligns with our commitment to protect our oceans and waterways for present and future generations.

Where can I find green-rated fish in your stores?

While our seafood program has a fresh look, our commitment to sustainability remains unchanged. We consistently offer only the most sustainable seafood options, allowing you to choose with confidence.

Why might a fishery be promoted as sustainable, yet it's not listed on the Monterey Bay Aquarium Seafood Watch site?

Our sustainability claims are validated through comprehensive reviews by FishWise. This includes certifications from the Monterey Bay Aquarium Seafood Watch and the Marine Stewardship Council for wild seafood, as well as the Aquaculture Stewardship Council and Best Aquaculture Practices for farmed seafood. FishWise ensures that all our seafood and shellfish options are either responsibly raised or wild-caught, simplifying the process of making the right choice for you and your family.

Will you start selling red-rated fish now that the color rating isn't shown?

Absolutely not! We are committed to never offering red-rated fish. We maintain our high standards and dedication to providing only sustainable seafood options.

Healthy Living Sustainability