At Loblaw, we believe that healthy oceans are vital to a healthy planet. We are taking the necessary steps to protect fish stocks and marine ecosystems today and for future generations.In2009,webecamethefirstmajorfoodretailerinCanadatocommitto sourcing all of the seafood sold in our stores from sustainable sources. While there is still work to be done, we have made great progress and are committed to sustaining the momentum.

Loblaw Sustainable Seafood Commitment

Loblaw Companies Limited – 2013

Our ProgressWe have been working aggressively over the past five years to reach our sustainable seafood sourcing goal. To inform our work, we havepartneredwithourindependentmarinescienceadvisorDr.JeffHutchingsandWWF-Canada,andworkedwithrelevantgovernment agencies along with our vendors and distributors. Here are some of our achievements:

Our Seafood Sourcing Decision TreeAllspecies/stocksareassessedusing our seafood sourcing decision tree. We are aimingtowardMarineStewardshipCouncil(MSC) andAquacultureStewardshipCouncil(ASC)or equivalentcertificationforallourseafoodproducts. In2013,approximately88%*ofseafoodproductsalesinourcorecategories(freshseafood,frozenseafood,cannedgoodsandfrozengrocery)wereprocuredfromMSCorASCcertifiedsources,acceptablesources with conditions, or sources making meaningful progress toward sustainability.

2010

2009 Made a commitment to source all seafood from sustainable sources by year-end 2013 – including fresh,frozenandcannedproducts and products that contain seafood ingredients

Mobilizedstakeholders and completed an inventory of all seafood products and vendors

Delistedfourat-riskspecies:shark,skate,Chilean sea bass and orange roughy

Acceptablewith Conditions

CertifiedSustainable

At-Risk Species Delisted

MakingMeaningful Progress

88%

Initiated a vendor questionnairetocollectdetailed sourcing data from more than 250 vendors

*NumbersdonotincludeT&T Supermarkets and Real Canadian Wholesale Clubs, as well as select franchised, affiliated and independent stores.

88%

2012

2013

Implemented our commitment to source all canned tuna from the International Seafood Sustainability Foundation(ISSF)ParticipatingCompanies

MSCandASCcertified products in our stores – more than any other Canadian food retailer

Participatedinthe global salmon aquaculturedialogues

Became the first and only retailer to jointheIFFO(thetradeassociationforthemarineingredientsindustry)

Delistedanadditionalat-riskspecies:Americanredsnapper

Obtained chain-of-custody certification to enable the sale of freshMSCandASCcertifiedseafoodin16stores

Obtained chain-of-custody certificationin228additional stores and four distribution centres – significantly increasing Canadians' access to fresh certified sustainable seafood

ParticipatedintheGlobalSustainable Seafood Initiative to support global certification standards and eco-labelling

BecamethefirstretailerinNorthAmericatoofferpetfoodwithMSC certified seafood ingredients

BecamethefirstretailerinNorthAmericatointroduceASCcertifiedfarmedproductsinourstoreswiththelaunchofourPC ® Blue Menu ® Tilapia

2009

16

2010

22

2011

73

2012 2013

108133

5MSCASC

2011

Supported the Fishery ImprovementProjectefforts of WWF-Canada byoffering3PswildAtlanticcodinourDominion stores in NewfoundlandandLabrador

ReintroducedChileanseabass(procuredfromtwoMSCcertifiedfisheries)inselect chain-of-custody certified stores

138

Consumer AwarenessKeeping our oceans healthy demands collective action. Consumer awareness and education campaigns have been an essential part of our sustainable seafood commitment. In 2010, we ran a high-profile campaign in which we displayed empty trays at our fresh seafood counters to highlight the fact that we delisted at-risk species and would only reintroduce the product back into our stores once a viable sustainable product was available.

In 2012 and 2013, we held a national seafood event in our stores called Oceans for Tomorrow, in partnership with the MSC, WWF-Canada and our national brand vendors: High Liner, Clearwater Seafoods and Bento Sushi. The two-week campaign was the first of its kind in Canada and featured MSC certified products in our flyers, in-store signage, food demonstrations, cooking classes and media events – increasing both sustainable seafood sales and consumer awareness of this important environmental issue, while rewarding leading vendor partners.

2014 and BeyondWe remain committed to improving our seafood sourcing practices and will continue to play a role in driving the seafood industry toward responsible harvesting of both wild and farmed seafood. Our plans include the following:

• Completeassessmentofremainingspecies/stocksincorecategories

• IncreaseourrangeofMSCcertifiedcannedtunaproducts

• SupporttheevolutionoftheaquacultureindustrybyintroducingASCcertifiedAtlanticsalmon, basa and other species along with closed containment grown Atlanticsalmon

• EngageinglobaldiscussionsonseafoodsustainabilitywiththeGlobalSustainableSeafood Initiative

• ContinuetoraiseawarenessaboutsustainableseafoodthroughourOceansforTomorrow event and on-pack communication

® The trademarks and logos displayed in this booklet are trademarks of Loblaws Inc. and others. Allrightsreserved.©2014.

©1986PandasymbolWWF-WorldWideFundForNature(alsoknownasWorldWildlifeFund).

® “WWF” is a WWF registered trademark.

MARINESTEWARDSHIPCOUNCILeco-labelisaregisteredtrademarkofMarineStewardshipCouncil.

For more information, please visit our sustainable seafood website at www.oceansfortomorrow.ca.

Our Partners and Stakeholders