Finnish S Group Takes Bold Steps Towards Sustainable Seafood Farming

Commitment to Responsible Sourcing

The Aquaculture Stewardship Council (ASC) proudly announces S Group’s enhanced commitment to responsible seafood farming. By April 2025, all fresh salmon and fish products under S Group’s private label will be ASC certified, underscoring the Finnish retailer’s focus on environmental and social responsibility in its seafood sourcing practices.

About S Group

S Group is a customer-owned network of companies in Finland, operating approximately 2,000 outlets in the retail and service sectors. This widespread presence enables S Group to significantly influence the seafood market across the country.

A Collaborative Approach to Sustainability

“We are pleased to see a major retailer like S Group taking such decisive action to promote sustainable aquaculture,” states Ola Nyrinder, Market Development Manager at ASC Nordics. “By opting for ASC-labeled seafood, S Group is championing responsible farming practices that protect ecosystems, ensure animal welfare, and uphold the rights of workers and local communities.”

Aligning its procurement policy with ASC’s rigorous standards allows S Group to contribute to the responsible use of natural resources and the conservation of aquatic biodiversity.

Enhanced Consumer Experience

“Sustainability is a shared journey, and the progress achieved by S Group is the result of long-term collaboration across the supply chain,” notes Iida Lehtimäki, a sustainability specialist from S Group’s supermarket trade. “Our objective is to make sustainable choices more accessible for our customers, and ASC certification provides the transparency and trust they expect.”

Availability of Certified Seafood

In addition to ASC labeled seafood products available in stores, customers can also find responsibly farmed salmon at certified fresh fish counters located in 79 Prisma hypermarkets and S-markets throughout Finland. These counters are both ASC and MSC certified, ensuring consumers have access to a broad range of sustainably sourced seafood options.

Looking Ahead

With partnerships like that of S Group, ASC is committed to leading the transformation of aquaculture towards a more sustainable future for our oceans, freshwater resources, and communities globally.