Seafood suppliers Seattle Fish Co. and Niceland Seafood, a provider of Icelandic fish, are partnering with US supermarket chains King Soopers and City Market for the retail launch of fully traceable fresh Icelandic seafood in 65 store locations.
Most stores will be carrying cod, ocean perch, and Arctic charr.
“At King Soopers and City Market our vision is to serve Colorado through food inspiration and uplift,” said Ron Sparks, King Soopers and City Market Meat and Seafood Merchandiser. “We are proud to partner with Niceland, who offers state-of-the-art traceability with their products, as well as the sustainability and quality our customers have come to expect when shopping our stores.”
“Sea-to-pan” traceability allows consumers to follow the detailed journey of their fish. Trace the timeline from the exact spot in the North Atlantic Ocean where the fish was caught to the name of the boat that reeled it in,” said Oliver Luckett, chairman of Niceland Seafood. “See which processing plant filleted the fish and the flight details from Reykjavík to Denver, right on down to the truck that delivered it to the store. The entire timeline is available via a scannable QR code.”
“Seattle Fish Company and Niceland Seafood share the common values of sustainability and quality, and know that transparency drives customer connection and engagement. King Soopers and City Market, as the first retailers in the nation to offer Niceland product, are underscoring their commitment to provide important sourcing information and detail to consumers.” said Derek Figueroa, president, Seattle Fish Company.
King Soopers operates 153 stores, 149 pharmacies and 91 fuel centers in Colorado.