Trader Joe's will offer only sustainable seafood by the end of 2012.
Greenpeace successfully targets Trader Joe’s and convinces the supermarket chain to adopt sustainable seafood practices by the end 2010.
I have to admit the folks at Greenpeace are quite effective, resourceful, and clever. The NGO challenged a popular supermarket chain known for its organic, healthy food offerings. Trader Joe’s has positioned itself as the “neighborhood grocery store” and an eco-friendly company. So why did Greenpeace target this “green” company with one of its campaigns? Greenpeace believed there was something fishy about Trader Joe’s seafood procurement practices. And the environmental activists were right.