Customers shopping at 79 Prisma hypermarkets and S-markets across Finland will now find responsibly farmed salmon

S Group Leads the Way in Sustainable Seafood: All Private Label Salmon and Chilled Fish Now ASC Certified

FINLAND
Friday, April 25, 2025, 04:40 (GMT + 9)

The Aquaculture Stewardship Council (ASC) proudly celebrates a major milestone in responsible seafood sourcing: Finland’s S Group has achieved full ASC certification for all fresh salmon and chilled fish under its private label selection as of April 2025.

ASC labelled salmon sold in Finnish retail stores | Source: S Group

This bold step reaffirms the retailer’s commitment to environmental stewardship, ethical farming, and transparency across its seafood supply chain.

S Group, a customer-owned cooperative network with around 2,000 outlets across Finland, is a prominent player in the country’s retail and service sectors. Its decision to transition entirely to ASC-certified private label seafood marks a significant achievement in sustainable aquaculture.

“We are pleased to see a major retailer like S Group taking such decisive action to promote sustainable aquaculture,” says Ola Nyrinder, Market Development Manager for the ASC Nordics team. “By choosing ASC-labelled seafood, S Group is supporting farming practices that safeguard ecosystems, promote animal welfare, and uphold the rights of workers and local communities.”

By aligning its seafood procurement policy with ASC’s stringent environmental and social standards, S Group is helping protect marine and freshwater biodiversity while ensuring the responsible use of natural resources.

“Sustainability is a shared journey, and the progress achieved by S Group reflects years of collaboration throughout the supply chain,” adds Iida Lehtimäki, Sustainability Specialist at S Group’s supermarket division. “Our goal is to make sustainable choices more accessible to our customers, and ASC certification provides the transparency and trust they expect.”

Customers shopping at 79 Prisma hypermarkets and S-markets across Finland will now find responsibly farmed salmon not only pre-packed but also at certified fresh fish counters, all carrying ASC or MSC certifications. This offers consumers a broad selection of seafood that meets globally recognised sustainability standards.

With forward-thinking partners like S Group, ASC continues to drive positive change across the aquaculture industry—helping protect oceans, freshwater environments, and communities around the world.

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