Best Aquaculture Practices (BAP) launched its “Seafood You Can Trust” marketing toolkit, a customizable campaign designed to help retailers communicate responsible sourcing at the point of purchase.
The Save Mart Companies signed on as the first retail activator, deploying the campaign across all Save Mart and Lucky store locations in California.
What the toolkit includes
The Seafood You Can Trust toolkit gives retailers and foodservice operators a suite of assets including in-store signage, digital banners, social media content and recipe-driven storytelling. Save Mart is deploying the materials across in-store displays, weekly recipes, social media channels and associate education resources including infographics and video content.
Bill Booth, VP of meat and seafood at The Save Mart Companies, said the campaign gives shoppers a clear, shelf-level signal for responsible sourcing.
“Responsible sourcing is at the heart of how we serve our customers. As the first retailer to activate Seafood You Can Trust, The Save Mart Companies are setting a new standard for transparency at the seafood counter. The BAP label gives shoppers a trusted, easy way to choose responsibly sourced seafood, and we’re proud to lead that effort in our stores and communities,” Booth said.
Consumer data behind the campaign
The campaign’s messaging strategy was shaped by a 2025 GlobeScan survey conducted on behalf of the Global Seafood Alliance (GSA) across the U.S., Canada, France, Spain and the United Kingdom. The survey found that two-thirds of consumers trust the BAP label and more than half say it directly influences their seafood purchasing decisions.
BAP said the data underscored the need for a consistent, consumer-facing communication strategy — one that moves beyond back-of-package certification and into active shelf and counter-level messaging.
Open to additional retailers
With the Save Mart activation underway, BAP is inviting other retailers and foodservice operators to join the campaign. The toolkit is available to participants looking to standardize how responsible sourcing is communicated across their operations.
[RELATED: 12 Finalists Named For 2026 Seafood Excellence Awards]