Make an informed choice for a sustainable future
Being a globally renowned value-added seafood supplier which originated in Australia and burgeoned to other parts of the world, Pacific West not only endeavors to innovate great taste that delights the world palate, but also aspires to spearhead meaningful initiatives to reflect its commitments as a socially-responsible corporate entity.
Golden Fresh, the brand owner of Pacific West is proud to be the 1st company in South East Asia to receive Marine Stewardship Council’s (MSC) chain of custody certification that guarantees traceability of sustainable seafood. While ensuring responsible fishery management and practices, MSC also uses a blue MSC-label  to identify environmentally responsible companies that support this meaningful initiative. Consumers who are concerned about the future health and productivity of the marine environment will be able to make the best environmental choice for a sustainable seafood supply.
Having attained such significant accreditation, Pacific West set goals to embark on launching its 1st MSC labeled product - Deep Sea Frosty Fish Fillets - in early June ’08. “We are a company that takes corporate social responsibility seriously and we see the need to raise public awareness to support marine sustainability. We would endeavor to grow the niche market for MSC-labeled products to ensure a sustainable future for global seafood market. We take pride to be the first company in South East Asia to champion this worthy cause.’ says Saw Lip Teik, the General Manager of Golden Fresh.
Prior to the commencement of the launch, Pacific West will insert pamphlets in all its retail packaging to disseminate information about MSC’s role and mission to educate the masses on marine conservation and sustainability. Lip Teik further informed that the company will giveaway environmental friendly cotton bag with every pack of MSC-labeled product sold during the preliminary launch.
“in our efforts to hype awareness, we have also designed thematic t-shirts for online sales via our website, together with the aforesaid cotton bags. We shall contribute 70% of the proceeds collected from the sale of the T-shirts & cotton bags to Marine Stewardship Council to aid its operational fund.”
With increased depletion of natural marine resources attributable to impact from global warming, ocean contamination & over-fishing etc; traceability and sustainability of marine resources has provided an alternative to consumers who are friends to the environment. “We recognize the fact that the path to promote MSC-labeled products in our country is an uphill task as such initiative has not gained wide acceptance in the region. Nevertheless, we see the need to be proactive in light of the prevailing challenges due to environmental impacts. The call for sustaining marine conservation is crucial, more so when we are in this industry. We must take the lead to ensure a sustainable future for the seafood environment. We are now looking beyond the business and are putting our concerted efforts to gear towards this direction with full conscience and responsibility.” added Hai Earn, the CEO of Golden Fresh.
The new MSC labeled product is processed from raw frozen Alaska Pollock which is caught from the unpolluted deep sea cold water at North Pacific Ocean. Prepared in an innovative crunchy coating which captures the style of the traditional western recipe, the `Deep Sea Frosty Fish Fillets’ taste differently from other tempura range, whereby its coating has a frosty look with a more solid crunch to it. It is ideal for consumer who likes a different biting experience, yet is still able to enjoy the succulent and firm mouth-feel of the natural fish meat.
The imminent launch of Pacific West’s 1st MSC labeled product is aimed to provide a platform for the retailers and food service operators to collectively promote a sustainable future for the seafood industry. Apart from enhancing the corporate image of the retailers and food service operators, promoting MSC labeled products will enable the discerning consumers who consume MSC-labeled products to imbue a `feel good’ feeling for contributing towards such a worthy cause. `For retailers and Food Service operators, supporting MSC labeled products will establish a long term economic stability as traceability of sustainable seafood would guarantee stability in supply and thereby prevent price volatility when demand increases.’ says Senior Commercial Manager, Rosy Ng. The management hopes that the debut of this 1st MSC-labeled product will set as a catalyst to grow the MSC-certified business segment in the long term. |
