UK retailer Asda teams with New England Seafood, Norwegian Seafood Council on sustainable whitefish campaign

UK retailer Asda is teaming with the Norwegian Seafood Council (NSC) to launch a retail campaign educating UK consumers about the sustainability and origin of the whitefish they are purchasing.

Asda will feature "Seafood from Norway" origin branding on its private-label Norwegian cod and haddock in selected stores across the United Kingdom as part of the campaign.

By labeling the products, supplied to Asda by New England Seafood, NSC aims to reassure customers it meets the sustainability standards required by Norway’s fisheries.