Best Aquaculture Practices (BAP) has launched its Seafood You Can Trust marketing toolkit, an insight-driven campaign designed to help retailers communicate responsible seafood sourcing more clearly at the point of purchase.
The initiative aims to make it easier for shoppers to identify responsibly sourced seafood through clearer in-store messaging and digital engagement.
The Save Mart Companies — one of the largest regional full-service grocery chains on the US West Coast — has become the first retailer to participate in the campaign, rolling out the materials across all Save Mart and Lucky locations.
“As the first retailer to activate Seafood You Can Trust, The Save Mart Companies are setting a new standard for transparency at the seafood counter,” said Bill Booth, vice president of meat and seafood with The Save Mart Companies.
“The BAP label gives shoppers a trusted, easy way to choose responsibly sourced seafood, and we’re proud to lead that effort in our stores and communities.”
The toolkit provides retailers with a range of customisable promotional material including in-store signage, digital banners, social media content and recipe-focused storytelling. The Save Mart Companies are implementing the materials through store displays, weekly recipe promotions, social media outreach and associate education using infographics and video content.
The campaign comes as consumer demand for transparency and traceability in food supply chains continues to grow. Research from the 2025 GlobeScan survey conducted for the Global Seafood Alliance found that two-thirds of consumers trust the BAP label, while more than half say it directly influences their seafood purchasing decisions.
