A passion for poissons: BAP's French website encourages consumers to look for the logo.

Seafood certification programme launches French and German websites

Move is part of bid to 'bolster visibility of BAP label in European markets'


Two new Best Aquaculture Practices (BAP) consumer websites in French and German have been launched, the Global Seafood Alliance (GSA) has announced.

The sites contain information on the BAP certification programme, which is run by the GSA, along with information about aquaculture, seafood recipes, and nutritional information about seafood’s positive effect on health and wellness.

GSA said the sites are a key piece of its efforts to increase brand awareness of the BAP label in Europe as more retail and foodservice partners sign on to source products from BAP-certified producers such as salmon farmer Bakkafrost Scotland. France, in particular, is an important market for Scottish salmon.

Farmed seafood

A packet of BAP-certified Atlantic salmon displayed on the German website.

BAP retail partners in the UK include Aldi, Asda, the Co-op, Marks and Spencer, Lidl, Morrison’s, Tesco, Sainsbury’s, and Waitrose, and on mainland Europe partners include Netherlands-headquartered Ahold Delhaize, one of the world’s largest foot retail groups with a total of 7,716 stores operating under various names in the Benelux countries, eastern Europe, Greece, the United States, and Indonesia.

“These sites provide our French and German partners with a place they can direct consumers to learn more about the BAP programme and responsibly sourced farmed seafood,” said Elise Avallon, marketing director. “They are an integral component of our marketing efforts to bolster the visibility of the BAP label in European markets.”

In addition to the two sites, two Instagram accounts in French and German were launched recently as well as part of these efforts.