Whole Foods Promotes Local Albacore at Oregon, Washington and BC Stores

Whole Foods Market is expanding its promotion and distribution of local albacore tuna this summer by partnering with the Western Fishboat Owners Assn. (WFOA) for the fourth consecutive year to promote Marine Stewardship Council-certified (MSC), troll-caught albacore caught off the West coast of the United States.

On Saturdays from August 13 through September 10, there will be whole albacore “truck sales” with a team of expert cutters on hand to fillet and wrap customers’ albacore at select Portland-area, Seattle-area and BC stores. Whole albacore will sell for $3.99-$4.99 per pound. There will also be price promotions, tastings, fishermen visits, and cooking demonstrations highlighting the taste and health benefits of this seasonal tuna. The activities are part of Whole Foods Market’s efforts to support and promote local, sustainable seafood.

“Whole Foods Market is a huge supporter of West coast albacore and albacore fishermen, they’re always looking for ways to increase interest in local seafood,” says Wayne Heikkila, executive director of the WFOA, which represents about 400 albacore fishing vessels and local supporting businesses on the West coast. “These events are a great way to get people to try and buy local albacore and to teach them about the health, economic and environmental benefits of buying local.”

Albacore that is troll-caught by WFOA members received the Marine Stewardship Council (MSC) seal of sustainability in March 2010. The group is working to increase albacore sales at MSC-certified retailers, including Whole Foods, to maximize the benefit of obtaining the certification. Whole Foods was one of the first American companies to support and participate in the Marine Stewardship Council chain of custody program.

Wild Pacific Albacore is available at all Northwest and British Columbia Whole Foods Markets from August through October.