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Thrifty Foods Announces Arrival of First of the Season Traceable, Fresh Halibut

March 21, 2012
From BC Waters to Store, Locally-Caught Halibut Now Available

VICTORIA, BC  - Thrifty Foods today announced the arrival of first of the season, fully-traceable BC halibut into 27 retail locations across the Lower Mainland and Vancouver Island.

"From shore to store, Thrifty Foods is passionate about providing sustainable seafood options to British Columbians," said Jim Dores, President of Thrifty Foods. "With first of the season, fresh BC halibut landing in our stores, we remain committed to achieving unprecedented levels of transparency in the harvesting and processing of fish available in our Seafood Departments."

Thrifty Foods has had fully traceable products - fresh and frozen - available in stores since the summer of 2011. This includes: fresh, in season, Wild Halibut, Wild Sablefish and Wild King Salmon, as well as frozen Wild Sockeye and Coho Salmon, Wild Sablefish, Wild Halibut, Wild Albacore Tuna, and Coastal Waters Pink Salmon - caught by hand and net in the Fraser River.

Seafood traceability is made possible through a partnership with Thisfish is an initiative of Ecotrust Canada, an organization dedicated to building a local, sustainable seafood sector here in BC. Thrifty Foods customers who purchase traceable fish are able to enter the fish traceability number that accompanies each catch onto the website For fresh fish, this number is available upon request or, in the frozen aisle, it is printed on each package. The number corresponds with a photo of the person who caught the fish, the name of their boat, the origin of catch, the fishing method used and when it landed on shore.

"As one of the first Ocean Wise retail grocery partners in BC, Thrifty Foods has long been a strong supporter of Ocean Wise," said Theodore Geach, Ocean Wise Program Coordinator. "Working together, we remain committed to educating and empowering consumers about the issues surrounding sustainable seafood in our oceans."

Both the Thisfish and the Ocean Wise programs are part of the Sobeys Inc. commitment to only sell responsibly-sourced seafood by 2013. By the end of 2013, Sobeys has committed to stop selling any seafood species that has major sustainability issues and does not have an improvement plan in place. Sobeys Inc.'s seafood traceability system is the first of its kind among Canadian grocery retailers.

Thrifty Foods was founded in 1977 in Victoria, BC. Today, Thrifty Foods, a banner of Sobeys Inc., has a total of 27 retail grocery stores across the Lower Mainland and throughout Vancouver Island.

About Sobeys Inc.

Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 104 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, and Thrifty Foods, as well as Lawton's Drug Stores. Sobeys and its franchise affiliates employ more than 95,000 people. The company's goal is to be widely recognized as the best food retailer and workplace environment in Canada. More information on Sobeys Inc. can be found at


For more information, please contact:
Erin Coulson, Communications Coordinator
Thrifty Foods
Tel: (250) 483-1659 Cell: (250) 216-7007