S Group commits to sustainability

As of April 2025, all fresh salmon and fish products under the company’s private label selection are now Aquaculture Stewardship Council-certified.

“We are pleased to see a major retailer like S Group taking such decisive action to promote sustainable aquaculture,” said Ola Nyrinder, market development manager in the ASC Nordics team.

“By choosing ASC labelled seafood, S Group is supporting responsible farming practices that protect ecosystems, ensure animal welfare and uphold the rights and well-being of workers and local communities.”

S Group is a customer-owned network operating around 2,000 outlets across Finland. In addition to packaged ASC-certified products, customers can also buy responsibly farmed salmon from certified fresh fish counters at 79 Prisma hypermarkets and S-markets.

These counters feature produce with both ASC and MSC certifications, offering consumers a broad range of verified sustainable seafood.

“Sustainability is a shared journey, and the progress achieved by S Group is the result of long-term collaboration across the supply chain,” said sustainability specialist Iida Lehtimäki from S Group’s supermarket trade.

“Our goal is to make sustainable choices easier for our customers, and ASC certification helps provide the transparency and trust they expect.”