Loblaw Companies announced Tuesday it will be the first North American grocer to introduce Aquaculture Stewardship Council (ASC) certified product in stores with the addition of its PC Blue Menu Tilapia.

The ASC is an independent, not-for-profit organization that aims to be the leading global certification and labeling program for responsibly farmed seafood.  The ASC manages the worldwide standards for responsibly farmed seafood and is committed to preserving marine and fresh water habitats while endorsing social standards.

"We saw the need for the creation of a global standard-setting program for farmed seafood and are proud to have been engaged in helping launch the first ASC certified product in stores. We hope that Canadians will agree that we are driving the fish farming industry forward to more responsible methods," says Paul Uys, vice-president, sustainable seafood, Loblaw Companies Limited in a press release.

The decision to support the development of the ASC is part of Loblaw's commitment to source 100 per cent of all seafood from sustainable sources by the end of 2013. Loblaw plans to introduce additional ASC-certified products including basa/pangasius fish and tropical shrimp later this year.

""The new ASC-certified farmed tilapia is proof that Loblaw's commitment to find and sell more responsibly and sustainably sourced farmed and wild-caught seafood is helping secure healthier oceans,” said Robert Rangeley, vice-president of conservation and Atlantic region, WWF-Canada, said. “We look forward to other ASC-certified seafood products, including farmed tropical shrimp, pangasius, and Atlantic salmon, in the future."