The move will see Aeon sell 11 different products, or 22 items, under its MSC-labeled Topvalu brand.
This will be promoted across its 1,200 stores -- which also trade under names including Jusco, SATY and MaxValu -- starting Oct. 20.
The promotion comes ahead of COP 10, the 10th meeting of the Convention on Biological Diversity's governing body, the Conference of the Parties, which will be held Oct. 11 in Nagoya City.
Aeon received a MSC chain-of-custody certification 2006, which allows it to carry out its own packaging and processing of fish from MSC-certified fisheries.
