Why Delhaize is stepping up its focus on locally sourced fish

Delhaize aims to increase sales of local fish species such as dogfish, red gurnard, and squid by more than 20% in the coming years. The retailer hopes to support the Belgian fishing industry and make better use of the North Sea’s resources.

The North Sea is changing, fish stocks are following suit

As seawater temperatures in the North Sea rise, fish stocks are also evolving. To offer consumers a selection that better reflects what is locally available, Delhaize is continuing to invest in local fish: on the one hand, wild-caught North Sea fish, with priority given to Belgian fishing vessels; on the other hand, local aquaculture from Belgium and the Netherlands. In this way, Delhaize aims to increase sales of local fish by more than 20% in the coming years. Currently, the chain sells about 220 metric tons of local fish per year, primarily sole, ray, and Ardennes trout.

Specifically, Delhaize is expanding its product range to include lesser-known species such as dogfish, red gurnard, and wild-caught squid, supplemented by Ardennes trout and kingfish from local aquaculture. Together with NorthSeaChefs, the retailer is developing recipes, tastings, and inspiring preparations to introduce consumers to these species.

“The North Sea is one of our most local food sources, but many consumers are familiar with only a limited number of fish species. As the North Sea changes, we want our product range to evolve along with what is locally available. In this way, we make local fish more accessible, support Belgian fishermen, and help customers discover new flavors,” says Vinciane Cerckel, Head of Category Management Fish at Delhaize.