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GAA teams with JD.com to promote certified seafood

BAP-certified product will be promoted during a special week-long event on the Chinese e-commerce platform.

The Global Aquaculture Alliance (GAA) signed an MOU with China’s largest e-commerce company, JD.com, to promote sales of farmed seafood products originating from BAP-certified facilities during a special fresh food promotional week on the JD platform.

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Through its Best Aquaculture Practices (BAP) program, GAA is working with JD.com to identify companies producing farmed seafood in a responsible, safe manner.

By working with JD.com, these companies can access its 226.6 million active customers more directly through a platform that allows them to better brand themselves, tell their story of responsible, safe aquaculture production, and better market the health benefits of seafood consumption.

Representing JD.com at the MoU signing, which took place at GAA’s Boston show exhibit, was Xiaosong Wang, president of JD Fresh Food.

“As China’s largest online retailer, we believe it is our duty and obligation to provide JD’s hundreds of millions of customers direct access to the world’s freshest and best seafood,” said Wang, “Through the cooperation with GAA, we will be able to vastly expand our offering in the Chinese market.”

“E-commerce is an exciting, new market for global seafood trade, and JD.com is a pioneer in these efforts with their fresh food platform for the China market,” said Steven Hart, vice president of GAA.

“The strength of JD.com, which allows users to purchase fresh or frozen seafood and have it delivered that same day, allows us the unique opportunity to build the BAP brand directly with the Chinese consumer.”

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Full up to the minute coverage of this year's Seafood Expo North America can be found in our free Boston Show blog.

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