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A Bold New Season for Certified Seafood 

August 21, 2023

New Seasons Market and Aquaculture Stewardship Council Unveil 7-Week “Sea Green. Be Green.” Collaboration for National Seafood Month 

The Pacific Northwest is experiencing a 7-week long sustainable shopping experience as New Seasons Market and the Aquaculture Stewardship Council (ASC) launch an extensive in-store and online promotion for certified seafood. 

The “Sea Green. Be Green.” campaign – which begins Sept. 12 and continues throughout National Seafood Month (Oct.) – will feature New Seasons Market and ASC collaborating on a series of activations to drive awareness of the benefits of responsibly raised, ASC-certified seafood and the meaning behind ASC’s sea green label. 

The promotion is expected to reach tens of thousands of consumers at all 19 New Seasons Market locations throughout Oregon and Washington, featuring: 

  • Limited-time specials on ASC-certified products, including Riverence Provisions trout, Sea Tales smoked salmon and Fishwife tinned seafood. 
  • In-store signage and educational materials about the assurance behind ASC’s label and the importance of shopping for responsibly raised seafood. 
  • Digital and social media collaborations that highlight the organizations’ mutual  sustainability commitment, store specials and the people behind the seafood. 


Sept. 12: In-Store Education and Celebration Kickoff 

“Sea Green. Be Green.” officially kicks-off with an in-store activation on Sept. 12 at New Seasons’ iconic Slabtown location in Northwest Portland. Beginning at 2 p.m. until close, the market will transform into a “Certified Seafood Experience,” with activity stations for customers throughout the store, including: 

  • Samplings and pairings of ASC-certified seafood.  
  • Filleting demos by New Seasons’ expert fishmongers. 
  • Certified seafood and prize giveaways.
  • Information on ASC, aquaculture 101 and the farmers behind the seafood. 
  • A quiz show testing visitors’ seafood savvy and aquaculture expertise.  

The launch reception includes a 2-hour program exclusive to area media, food writers, chefs, sustainability advocates, seafood industry members and social media influencers with seafood and wine tastings, presentations, a Q&A and giveaways from New Seasons, ASC and participating brands. 

ASC’s Largest Retail Activation to Date 

ASC’s partnership with New Seasons is the largest retail activation to date in the organization’s multiyear “Sea Green. Be Green.” North American marketing campaign. ASC is going deep in select markets for retail partnerships, restaurant collaborations, food sampling at key festivals and other influential initiatives to build awareness, interest and understanding of its sea green label, sparking national dialogue around the new story of aquaculture. 

Portland joins Washington, D.C. and Southern California as key 2023 markets for ASC. The city’s proximity to a vast culinary community, including media, chefs, producers, distributors and retailers, coupled with its historic advocacy of sustainable causes, have made Portland a perfect place for ASC to anchor its campaign.  

“After our first incredible event in Portland last April – when we teamed up with Bamboo Sushi and Blue Ocean Mariculture to host an Earth Month extravaganza centered around eating seafood responsibly – we couldn’t wait to come back,” said Athena Davis, Marketing Manager, ASC North America. “ASC and our certified partners were blown away by the incredible reception we received from the Portland community. It proves that even in a region that rightfully values the historical importance of wild fishing, there’s room for alternatives that not only provide healthy, consistent protein, but can actually help restore wild fish populations.”  

“As we shift from restaurant to retail this fall,” Davis continued, “New Seasons Market has become a key partner whose values reflect our own through their sustainability leadership, support of responsible producers and drive to empower customers.”  

“At New Seasons Market, we integrate sustainability practices into all aspects of our business so it’s a natural extension to celebrate National Seafood Month with ASC,” said Daisy Berg, Program & Category Manager-Seafood, New Seasons Market. “This is why we’re extending the Sea Green. Be Green. message to our community with unique activations and education through October 31. We look forward to engaging our customers with new and exciting products that demonstrate the importance of ASC’s sea green label when purchasing responsibly raised, high-quality seafood.” 

About New Seasons Market  

New Seasons Market is a friendly neighborhood grocery store that believes great-tasting, local food has the power to build community and enhance lives. From taking care of its staff, partners, neighborhoods and the environment to growing a sustainable business, it’s doing what it loves with a commitment to cultivating a strong community centered around food. Founded in 2000 by three families and 50 friends in Portland, Ore., New Seasons Market is now a team of nearly 2,700 passionate staff across 19 stores in Oregon and Washington, serving a unique mix of locally sourced and organic items, as well as classic grocery favorites and chef-made grab-and-go meal solutions. New Seasons Market is proud of its progressive values from offering industry-leading compensation and benefits to committing 10 percent of its after-tax profits to the communities it serves. For more information, visit newseasonsmarket.com. 

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