Kaufland, Germany

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In October 2011, Kaufland launched a four-week campaign in over 100 Kaufland branches with fish counters to raise awareness among the supermarket’s customers for sustainable fish consumption.

The Kaufland campaign also supported traditional tonguesole fishing in the Gambia. For every kilogram of fresh fish sold bearing the MSC ecolabel during the four-week MSC campaign, Kaufland agreed to donate 50 euro cents to the African fishery, thereby helping to improve the situation of fishermen in the Gambia.

In over 100 branches with fresh fish counters across Germany, Kaufland used posters, flyers, information panels, pennants and special product labels on its broad range of MSC labelled seafood to raise awareness among customers for ecologically responsible fish consumption.

“Kaufland has been sourcing fish from fisheries that use sustainable fishing methods for years and is constantly expanding its MSC range. Through this new campaign and our support for the tonguesole fishery we are expanding our commitment to sustainable fishing and showing our customers that the MSC label makes it very easy to be environmentally conscious when buying fish. At the same time, we are taking social responsibility for the local fishermen and their families.”

Hergen Blase, Head of Sustainability/CSR at Kaufland