Courtesy of Holland America Line.
Holland America Line has announced the roll out of its new sustainable seafood program which adopts environmentally responsible purchasing practices and features menus that showcase sustainable seafood.
Working in conjunction with the Marine Conservation Institute – a Washington State partner in promoting sustainable and compatible use of the oceans – Holland America Line’s sustainable seafood program emphasizes adopting sustainable seafood purchasing practices.
“Our sustainability program is an important element in our ongoing commitment to oceans on which we sail and to being responsible corporate citizens in every aspect of our business,” said Richard Meadows, CTC, executive vice president, marketing, sales and guest programs at Holland America Line. “We are proud to roll out this program and know our guests will appreciate the fact that their seafood menu selections are responsibly sourced and help promote the continued availability of fish species that are essential to a biologically diverse marine environment.”
To determine the sustainability of a particular seafood item, Holland America Line and Marine Conservation Institute referred to well-established seafood 
ratings/rankings — from Monterey Bay Aquarium Seafood Watch, Blue Ocean Institute Guide to Ocean Friendly Seafood, World Wildlife Fund Sustainable Seafood Guides, Environmental Defense Fund Seafood Selector and others. Marine Conservation Institute then applied their professional judgment to assess the sustainability of the selection. Each seafood item is evaluated for its abundance, how well the fishery is managed and what damage is done to the surrounding marine ecosystem through catching or farming the seafood. The sustainability program places particular emphasis on maintaining healthy ocean ecosystems.
“We applaud the efforts of Holland America Line to lead the cruise industry in sustainable seafood practices,” said Dr. Elliott Norse, president and founder of Marine Conservation Institute. “Through leading by example, they convey an important message to their guests, staff, colleagues and particularly to the suppliers that provide seafood to a large company. What better way than through consumer purchasing behavior to stress to suppliers the need for responsible fishing practices.”
Holland America Line will begin the sustainability program with its 2011 Alaska and Europe cruises — and the company plans to extend the program worldwide across the 15-ship fleet 
over the next year. Menus will be reviewed prior to contracting cycles to ensure that all procured seafood meets the program criteria. New seafood options are evaluated and best-choice alternatives are used whenever possible. The line has provided sustainable seafood specifications to all of its seafood suppliers and modified its procurement process to achieve its goal of all seafood items being responsibly sourced.
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Holland America Line Announces New Sustainable Seafood Program
