Through varying combinations of progressive policy development, public support for conservation measures, and the elimination of unsustainable seafood inventory items, these two companies – Safeway and Whole Foods – have transformed themselves into undeniable leaders within the industry. Although the two retailers are extremely different in business model, consumer demographic, and size, they have each found ways to excel in their promotion and adoption of sustainable seafood. Certainly they still have a great deal of work to do – sustainability is, after all, a moving target, as it is inextricably linked to the dynamics of our oceanic ecosystems and to the vagaries of our changing climate – but Greenpeace celebrates the achievements of these companies and eagerly awaits similar outcomes from other retailers that are poised to embrace sustainability to a greater degree.
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