Finnish retailer K Group has announced that it is partnering with environmental organisation WWF on a number of wide ranging projects to conserve and increase endangered migratory fish populations.
The company says that the aim of the partnership is to generate more awareness of Finland's endangered fish problem, cooperating with landowners, local K-retailers, and volunteers.
“The cooperation is a continuation of our long-term work to safeguard sustainable stocks," said Matti Kalervo, Kesko vice president for corporate responsibility. "Modern consumers are more knowledgeable and we want help consumers make sustainable choices."
“In Finland fish is eaten more diversely than before and its significance to our culture is enormous," he added. "Our migratory fish populations are conservable but doing that demands the spirit of voluntary work, so we will cooperate with WWF Finland to spread ideas and actions ever further."
In the first phase of the project, K Group and WWF Finland will jointly map different parts of the country to find obstacles in migratory fish spawning grounds, and make them more accessible for fish. The work to remove these barriers will begin on a broader scale in 2018.
“The swimming of fish upstream can be stopped by a single culvert or an old mill dam," said Elina Erkkilä, WWF Finland’s conservation officer.
"The cooperation between K Group and WWF Finland aims to systematically map and remove these small barriers. To do this voluntary work in the coming years we need everyone helping – the public sector, businesses and citizens.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.