BAP launches new marketing toolkit to promote responsibly sourced seafood

Best Aquaculture Practices (BAP) has launched its new Seafood You Can Trust marketing toolkit, which includes data and insights to support retailers and foodservice operators in communicating responsible seafood sourcing at the point of purchase.

The first retailer to participate in the campaign is The Save Mart Companies, one of the largest regional full-service grocery chains on the United States West Coast. From now on, Save Mart and Lucky stores will provide customers with guidance on responsibly sourced seafood directly at the shelves and seafood counters.

The Seafood You Can Trust toolkit includes in-store signage, digital banners, social media content, and recipe-based storytelling. These tools can be adapted for in-store displays, weekly recipes, social media engagement, and ongoing staff training through infographics and video content.

"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," indicated the vice president of meat and seafood with The Save Mart Companies, Bill Booth.

The latest 2025 GlobeScan survey by the Global Seafood Alliance (GSA), conducted in Canada, France, Spain, the United Kingdom, and the United States, shows that two-thirds of consumers trust the BAP label, and that it directly influences the seafood purchasing decisions of more than half of them.

"This is about more than visibility. It's about giving shoppers a clear, trusted shortcut to make better seafood choices. Backed by our 2025 GlobeScan research, the campaign helps retailers turn trust into action at the shelf," concluded Elise Avallon, Marketing Director at GSA.