Seattle independent grocer Town & Country Markets and the Aquaculture Stewardship Council (ASC) have teamed up to roll out an extensive in-store and online promotion highlighting both fresh and shelf-stable ASC-labeled seafood options. The "Sea Green. Be Green." campaign, which runs Nov. 5 - Dec. 5, 2025, features a series of activations to raise awareness of the benefits of responsibly farmed seafood and the meaning behind ASC’s sea-green label, showing shoppers how they can make sustainable, healthy seafood choices during the busy holidays and beyond.

During the promotion, all six Town & Country locations in greater Seattle will feature limited time specials and spotlights on the following ASC-labeled products:

• Riverence Provisions Trout from Idaho’s Magic Valley
• Kvarøy Arctic Salmon steaks and fillets from Kvarøy Island, Norway
• Freshè gourmet tinned salmon meals in Moroccan Tagine and Barcelona Escalivada flavor

“Our shoppers care deeply about where their food comes from — and so do we,” said Heather Bolewicki, director of meat and seafood for Town & Country Markets. “Partnering with ASC helps connect our guests to seafood that’s not only delicious, but has been certified as responsibly farmed, meaning greater traceability, transparency and positive impacts for both our shoppers and the planet. It’s another way we can deliver on our promise to offer food with integrity.”

Freshè gourmet tinned salmon meals in Moroccan Tagine and Barcelona Escalivada flavor. Photo courtesy of the Aquaculture Stewardship Council

In stores, shoppers can engage with signage and educational materials about the value and transparency behind ASC’s label and the benefits of considering certified responsibly farmed seafood when shopping. Materials include fresh case tags, recipe cards for simple holiday-ready seafood dishes and point-of-sale signage with QR codes for more on ASC and Town & Country’s sustainability partnership, store specials and the people behind the seafood. 

The promotion is further supported by social media farm spotlights, new recipes and promotion highlights, along with digital and paid social ad campaigns driving Seattle-area shoppers to Town & Country’s store locator page.

As part of the campaign, Town & Country Markets hosted a series of in-store tastings featuring ASC-labeled Kvarøy Arctic salmon, blackened and seasoned with Chef Tom Douglas’ Rub With Love Seafood Rub. “Seattle is such a seafood-focused town, so celebrating the region’s culinary heritage by tying in a Town & Country seasoning product from a local chef icon felt like a natural fit,” said Carlo Dequina, sales manager for Kvarøy Arctic.  

Shoppers can find recipe cards and seasonal meal inspiration available at stores, including:

• Almond Stuffed Rainbow Trout from Riverence Provisions
• Poached Salmon with Butternut Broth from Kvarøy Arctic

“Partnering with a local company whose mission is to nourish quality of life for its customers, vendors and team is a reflection of ASC’s holistic approach to caring for people, planet and fish,” said Athena Davis, marketing manager North America, ASC. “For these reasons and more, ASC’s Town & Country partnership is a perfect way to welcome the season of giving.

"As a fish loving community, Seattle has proven to be open-minded and sustainability-driven when it comes to seafood, whether farmed or fished. This promotion lets us dive into how farmed seafood – raised right – can support our wild fish populations and offer healthy seasonal alternatives for shoppers when they know what to look for."

Poached Salmon with Butternut Broth from Kvarøy Arctic. Photo courtesy of Kvarøy Arctic
 

"Kvarøy Arctic is proud to see more retailers spotlighting certified seafood,” Dequina said. “As a 3rd generation family farm, Kvarøy Arctic champions sustainable salmon farming in the clean, cool fjords of Norway. We are pleased to show how this unique environment offers quality salmon with premium flavor to Seattle-area seafood lovers this holiday season.”’

The Sea Green. Be Green. campaign features product from Ocean Beauty Seafoods, one of the largest seafood distributors North America and a holder of ASC’s chain of custody certification, making it a crucial part of the sustainable supply chain.

The partnership between ASC, Town & Country and Ocean Beauty reflects ASC’s continued effort to increase the visibility of responsibly farmed ASC-labeled seafood through the organization’s ongoing North American marketing campaign. In 2025, ASC has touched down in select markets, including Seattle, Boston, New Orleans and Denver via retail partnerships, restaurant collaborations, farm tours, food sampling and influential initiatives designed to spark dialogue with consumers nationwide.

Seattle’s strong culinary culture and long-standing commitment to sustainability has made it a key market for ASC to engage with shoppers. The collaboration with Town & Country Markets builds on recent collaborations with local partners like Bamboo Sushi – the first ASC certified sushi restaurant in the United States.

Source: Aquaculture Stewardship Council