Best Aquaculture Practices Launches “Seafood You Can Trust” Toolkit

The Best Aquaculture Practices (BAP) has introduced its “Seafood You Can Trust” marketing toolkit in partnership with The Save Mart Companies. This initiative will be implemented across all Save Mart and Lucky stores throughout California.

What the Toolkit Includes

The customizable toolkit features a comprehensive array of materials, such as in-store signage, digital banners, social media content, and recipe-driven storytelling. These resources are specifically designed to assist retailers in conveying messages about responsible sourcing directly at the point of purchase.

Save Mart will utilize these marketing assets across various channels, including in-store displays, weekly recipes, social media platforms, and educational resources for associates, such as infographics and video content.

A Commitment to Responsible Sourcing

Bill Booth, VP of meat and seafood at The Save Mart Companies, emphasized the significance of the campaign in providing shoppers with clear signals regarding responsible sourcing.

“Responsible sourcing is at the heart of how we serve our customers,” Booth stated. “As the first retailer to activate ‘Seafood You Can Trust,’ The Save Mart Companies are setting a new standard for transparency at the seafood counter. The BAP label offers shoppers a reliable and straightforward way to select responsibly sourced seafood, and we are proud to lead this effort in our stores and communities.”

Consumer Insights Driving the Campaign

The messaging strategy for this campaign was significantly influenced by a 2025 GlobeScan survey. Conducted on behalf of the Global Seafood Alliance (GSA), the survey encompassed responses from consumers in the U.S., Canada, France, Spain, and the United Kingdom.

The results revealed that two-thirds of consumers trust the BAP label, and over half indicated that it impacts their seafood purchasing decisions. This feedback underscores the necessity for a consistent, consumer-facing communication strategy that extends beyond mere back-of-package certifications.

An Invitation to Other Retailers

As the Save Mart activation progresses, BAP is extending an invitation to additional retailers and foodservice operators to participate in the campaign. The toolkit is available for those eager to standardize communication regarding responsible sourcing across their operations.

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