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Whole Foods Market is expanding its promotion and distribution of local albacore tuna this summer. The natural foods retailer has partnered with the Western Fishboat Owners Association (WFOA) for the fourth consecutive year to promote Marine Stewardship Council-certified (MSC), troll-caught albacore from off the West Coast of the U.S.

On Saturdays from Aug. 13 through Sept. 10, there will be whole albacore truck sales with a team of expert cutters on hand to fillet and wrap customers’ albacore at select Portland-area, Seattle-area and British Columbia, Canada, stores. There also will be price promotions, tastings, fishermen visits, and cooking demonstrations highlighting the taste and health benefits of this seasonal tuna. The activities are part of Whole Foods Market’s efforts to support and promote local, sustainable seafood.

“Whole Foods Market is a huge supporter of West Coast albacore and albacore fishermen, they’re always looking for ways to increase interest in local seafood,” says Wayne Heikkila, executive director of the WFOA, which represents about 400 albacore fishing vessels and local supporting businesses. “These events are a great way to get people to try and buy local albacore and to teach them about the health, economic and environmental benefits of buying local.”

Albacore, troll-caught by WFOA members, received the MSC seal of sustainability in March 2010.The group is working to increase albacore sales at MSC-certified retailers to maximize the benefit of obtaining the certification. Whole Foods Market Inc. was one of the first American companies to support and participate in the Marine Stewardship Council chain of custody program.

Source: Western Fishboat Owners Association