Whole Foods Response to why they sell Atlantic Cod

So maybe it's just me, but doesn't this just sound like a non-answer? It's pleasant enough and concerned, they reiterate their commitment to the environment and everything, but when it comes down to it aren't they really saying, let's sell this endangered species for a while longer until we find out more about how endangered it is? Or am I just reading into it. For me it's not an answer. An answer to me would have been: "we sell it because it's ground catch from local fisherman...or whatever the reason" or "thanks you're right we shouldn't be selling it and will move forward towards only selling fish we are 100% sure are sustainable".

Read this and tell me what you all think. Am I missing something? Feels like a blow off, here's our website where we talk all about how wonderfula nd concerned we are now quit raising a stink. Talk me down.


Hello Mark,

Thank you for writing to us to express your concerns about Whole Foods Market selling Atlantic cod. We take these comments seriously and want to let you know what we're working on to address these types of sustainability issues. We are in the process of developing rigorous standards for all the seafood we sell at Whole Foods Market. In July 2008, after two years of in-depth research, consulting with experts, and farm visits worldwide, we released a strict set of aquaculture standards, which apply to all farmed fish sold at Whole Foods Market. We set the bar high with these standards and hope that they work to transition the aquaculture industry towards greater sustainability.

Now that the aquaculture standards are complete, we are working on updating our quality standards for wild-caught seafood to address all the key sustainability issues in fisheries. Our first project is on wild shrimp fisheries, in which we're focusing on bycatch reduction. As we move forward, we will also be evaluating Atlantic cod. We will certainly look in depth at the status of the various cod populations as well as the fisheries that target them. As a part of that work, we'll talk with the scientists that work on Atlantic cod, the environmental organizations, as well as the fishermen. We have great contacts in Chatham, MA., and we are regulary in touch with them.

We greatly appreciate your inquiry and your support of Whole Foods Market.

To learn more about our enhanced aquaculture standards, please visit http://www.wholefoodsmarket.com/products/aquaculture.php

Best regards,