Provigo, a member of the Loblaw group hosts an oceans-to-plate debate with Alexandra Cousteau

Retailer committed to selling only sustainable seafood products by end of 2013

MONTREAL, Sept. 6, 2012 /CNW Telbec/ - Provigo, a member of the Loblaw group, the country's largest buyer and seller of seafood - together with Alexandra Cousteau, National Geographic Emerging Explorer, filmmaker and granddaughter of Jacques Cousteau - join sustainable seafood advocates/leaders from the Marine Stewardship Council (MSC) and WWF and high school students for a lively debate on the issues facing our oceans today and some of the possible solutions.

What:		A special event to kick-off a national "Oceans for Tomorrow" in-store campaign to raise consumer support for sustainable seafood. Moderated by K (Karine Lanoie-Brien), four defenders of the ocean come together to answer: What is the next priority in the fight for sustainable seafood? Whose responsibility is it?
Why:		As the world population grows so does the demand for seafood. With rising demand comes a larger toll on fish stocks and on marine life as a whole. There has been such a decline in the amount of fish in our ocean that one third of the world's commercial fisheries have collapsed. Research shows it's not too late but to reverse the damage we have to make changes now. Provigo, a member of the Loblaw group is aware of the stakes, working with global conservation organizations to encourage responsible fishing methods and implementing consumer events to help drive awareness and education. In 2009, Loblaw made a commitment to sell only sustainable seafood products by the end of 2013; Visit: www.oceansfortomorrow.ca.
Who:		Alexandra Cousteau, National Geographic Emerging Explorer Alexandra Cousteau is a member of one of the world's most famous environmental dynasties. Her family has been exploring and explaining the wonders of the natural world for three generations. Nicolas Guichoux, Regional Director, Europe, MSC The Marine Stewardship Council (MSC) is an international non-profit organization set up to help transform the seafood market to a sustainable basis. www.msc.org Marie-Claude Lemieux, Regional Director, Quebec, WWF WWF-Canada is committed to the transition to 'sustainable seafood', smart oceans management, and sustainable ocean economies to ensure that all three of Canada's oceans—Pacific, Atlantic and Arctic—remain ecologically rich and economically prosperous. wwf.ca Melanie Agopian, Sr. Director, Seafood Sustainability, Loblaw Companies Limited Make Loblaw banner stores, including Loblaws, Provigo and Maxi / Maxi & Cie, your grocery destination to learn about and buy sustainable seafood. www.oceansfortomorrow.ca.
When:		September 11, 2012
		9:45 a.m. - Media registration
		10:00 a.m. - Panel discussion and Q&A with high school students
		10:50 a.m. - Media interview opportunities
		11:30 a.m. - Customer meet and greet with Alexandra Cousteau
Where:		Loblaws^®, Angus
		President's Choice Cooking School
		2925 Rachel St E, Montréal

About Provigo, a member of the Loblaw group
With its 400 stores located across Québec, Provigo, a member of the Loblaw group, is part of Canada's largest food retailer. It operates four major banners in Québec, Provigo^®, Maxi^®, Maxi & Cie^® and Loblaws^®, and, including its affiliate and franchised stores, provides employment to close to 30,000 people, making it one of the largest private sector employer in the Province.

SOURCE: Provigo, member of Loblaw group

If you would like to attend, arrange interviews or require additional information please contact:

Sarah Boisjoli
Hill+Knowlton Stratégies
O : 514 395-0375 p. 235
C : 514 974-5562
E : [email protected] 

Jade Lavallée Labossière
Hill+Knowlton Stratégies
O : 514 395-0375 p. 224
C : 514 349-9090
E : [email protected]