Sobeys launches Thisfish system to track seafood from ocean to plate

Sobeys launches Thisfish system to track seafood from ocean to plate

Sep 21, 2011
Sobeys launches Thisfish system to track seafood from ocean to plate

MEDIA RELEASE | MISSISSAUGA, ON – Sobeys Inc. is launching a sustainable seafood traceability system today to provide Canadians with unprecedented visibility into the quality and sustainability of the seafood they eat. Through a partnership with Ecotrust Canada’s Thisfish™ traceability program, customers can now trace a variety of fresh seafood products and frozen Sensations by Compliments seafood right back to the fisherman who caught it, the boat it was caught from, the fishing area where the catch took place and the fishing method used.

“Sobeys Inc. is proud to be the first Canadian grocery retailer to offer an innovative and comprehensive seafood traceability system that focuses on more sustainable sources and allows customers to verify the authenticity and quality of their seafood purchases,” says David Smith, Vice President, Retail Strategy and Sustainability. “It not only provides Canadians with a robust set of information about the source of their seafood, it directly connects them to the fishermen that catch their fish.”

Through the transparency that seafood traceability provides, customers are able to understand where their seafood comes from, make informed decisions about their seafood purchases and be confident in knowing that the products they buy were caught and handled using responsible fishing practices and processes.

From oceans to dinner plates, traceable seafood products are uniquely coded and tracked from the time they are caught through to their journey to Sobeys Inc. stores to give customers a behind-the-scenes, full-access look into their seafood purchase: its origin, preparation tips and delicious recipes, photos of the boat and crew, the captain’s logbook, as well as information about Sobeys Inc.'s sustainability initiatives. Customers even have the option to send a note directly to the fisherman that caught their fish.

Traceable seafood products are available at Sobeys stores across the country, as well as Thrifty Foods and IGA stores in Western Canada.

The traceable frozen Sensations by Compliments lineup includes sustainable seafood products certified by the Marine Stewardship Council: 

  • Sensations by Compliments Wild Sockeye Salmon Fillets
  • Sensations by Compliments Wild Pacific Halibut Fillets
  • Sensations by Compliments Wild Albacore Tuna Portions
  • Sensations by Compliments Wild Black Cod Fillets

The assortment of traceable fresh seafood varies by store based on regional and seasonal availability.

Powered by and in partnership with Ecotrust Canada, customers can trace their fresh seafood by inputting a unique code found on the product packaging on 

In addition to its consumer benefits, the fishermen who proudly stand behind their seafood products are encouraged by the opportunities that this traceability system provides and are inspired to take even greater measures to ensure the sustainability of their fishing practices.

“As fishermen, it’s great for my crew and me to realize that somebody around the world is buying our fish, and that they can look at who we are and where we come from,” says Vic Amos, B.C. Fisherman. “Traceability goes back to high quality and sustainability goes back to accountability, so it’s important for me to ensure that I fish sustainably and deliver a high-quality product, too.”

“Sobeys is committed to helping to ensure the long-term viability of seafood and will continue to look for opportunities to provide customers with the information they need to make informed purchase decisions and to further the cause of responsible seafood sourcing,” adds Smith.

Sobeys Inc.’s sustainable seafood traceability system is part of a larger effort the Company is undertaking in actively promoting seafood sustainability. For more information about Sobeys’ Sustainable Seafood Policy, please visit

About Sobeys Inc.

Sobeys Inc. is a leading national grocery retailer and food distributor headquartered in Stellarton, Nova Scotia. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, Price Chopper and Thrifty Foods, as well as Lawtons Drug Stores. Sobeys Inc. is committed to providing the most worthwhile experience for its customers, employees, franchisees, suppliers and shareholders. More information on Sobeys Inc. can be found at

Media contact:

Eric Enno Tamm
Head of Marketing and Communications

Nov. 10, 2013, 10:18 p.m. - Patti Watson

A couple of hours ago my husband and I were at Sobey's in Barrie's south end. We were asking the young man behind the seafood counter where we could find WILD caught Salmon. He began telling us that your Atlantic Salmon was indeed wild caught and not farmed, but there was no labling on the packages to indicate either way. I have read on our government website that no Atlantic Salmon is WILD caught and that Canada does not allow the practice of commercial fishing of Salmon in the Atlantic due to dangerously low populations of the fish. It seemed to me the store itself was looking to unload a large over stocking of Atlantic Salmon to customers at any cost. The young man behind the counter even tried to sell it to us based on some cardboard cut out explaining a "tracking system" from ocean to plate, but the same package of fish failed to produce a lable... we left without purchasing any fish and went to another grocery store to do the remainder of our shopping because we felt we were being "duped". I would like to see real information posted at your seafood counters about the health risks of "farmed" fish and I think it is only fair to your customers that every piece of store packaged fish is clearly labled "WILD" or "FARMED". I just want to know what I'm eating and where its coming from. Regards, Patti Watson - Barrie, ON

Aug. 3, 2016, 8:44 p.m. - Ann Cohoe

Where does your Tilapia come from and if not is it farmed. A SOBEY's Assistant could not tell me? Bb

Jan. 11, 2017, 6:28 p.m. - Christine Roberts

I am concerned and would like to know Where IGA is sourcing their salmon sole and tilapia from My daughters daycare is serving Sole Tilapia and salmon from IGA Quebec ( part of sobers)

Aug. 11, 2017, 4:51 p.m. - don koabel

would like to know where your tilapia comes from. it is fresh in the counter that is not labeled. I am not sure what the guy told us is true. don koabel

Aug. 19, 2017, 8:31 p.m. - Alexandra

Tilapia that sobeys sells comes from a sustainable Ecuadorean fish farm. So yes, it is farmed, but it is very ecofriendly and sustainable. Tilapia is a great fish to feed to your youngsters because it is very mild in taste. Seafood manager

April 10, 2018, 10:51 p.m. - Sean

I leave in north bay and I am wondering what days does Sobeys get there fresh fish. Also where does your haddock comes from.

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