sustainable seafood — taste the difference
enjoy every moist flaky bite
our salmon cakes are good and good for you
Now that's sustainable seafood!
caught locally and sustinably

Responsibly fished and always fresh

Here in the Northwest, fishing has been a way of life for thousands of years—and we’d like to help ensure that our rivers and oceans remain viable for many years to come. That’s why we’re committed to sustainable seafood sourcing, with three key tenets guiding our practices.

We carry sustainable seafood.

Drawing on the guidelines established by monterey Bay aquarium and Blue Ocean Institute, we sell seafood designated as Green Label (best choices) or Yellow Label (good alternatives). You’ll never see Red Label (non-sustainable) seafood in our cases.

We buy directly and locally whenever possible.

Knowing our partners by their first names not only helps to ensure we have the freshest seafood available, it also helps independent fishermen stay solvent by making sure they receive a fair price for their hard work.

We pass our knowledge on to you.

We make sure that our staff are well-informed when it comes to the sources and harvesting practices used by our fishermen.

Linda Brand Crab

Ilwaco, Washington

Every year, we anticipate the arrival of Dungeness Crab from Linda Brand Crab. Why? Linda Brand Crab catches all their crab on one boat and cooks them onsite. We consistenty buy our Dungeness crab directly from founders John and Patricia Edwards, who operate out of Ilwaco, Washington, near the mouth of the Columbia River. Marine biologists often ride along to monitor the health of the crab population, and John and Patricia are careful to release females and younger, fertile males to help maintain the health of the fishery. This is the freshest, best-tasting crab out there!

Community Supported Fishery

Garibaldi, OR

Relationships are what make our stores different—relationships with our customers, our farmers and our fishermen. Community Supported Fishery in Garibaldi, Oregon, feels the same way: they’ve created a model to help small-boat fishermen sell directly to the households, restaurants and grocery stores that value their sustainable practices and beautiful line-caught fish. This means CSF can maintain their products’ chain of custody right to our door, and that we can be sure that their hardworking fishermen are receiving fair compensation. And since their fresh, tender albacore is now in season, we’ve created a recipe specifically to honor the new catch.

Download the Recipe.

Bristol Bay Salmon

Bristol Bay, Alaska

Bristol Bay Salmon comes from the eastern-most arm of the Bering Sea—home to nearly one-third of the world's salmon population. The waterways of Bristol Bay provide spawning grounds for all species of wild Pacific salmon: king, coho, sockeye, chum and pink. Its watershed provides vital sustenance for the surrounding tribes—and aside from a $2 billion fishing industry, Bristol Bay is also the gateway to Katmai National Park and Preserve.

Now, a foreign company has proposed the largest open pit mine in North America at Bristol Bay. Known as "Pebble Mine," the project would dump billions of tons of salmon-toxic waste rock at the site, threatening the health of the fishery, the livelihood of the fishermen and the supply of salmon for all of us. To find out what you can do to get involved, visit the Facebook page for Commercial Fishermen for Bristol Bay.

Fishpeople of the Pacific Northwest

Otis, OR

Quality, price, source and flavor are all important when choosing seafood, but what if you could have it all? Fishpeople of the Pacific Northwest is a B Corporation seeking to change our relationship to the ocean with delicious seafood meals that support fishermen, the coastal Oregon economy and the fish in the sea. 

"We created our company to find a way to keep the added value of a seafood brand in our local community, while educating consumers about the health and environmental benefits of making good seafood choices," says the team. "We believe that by creating seafood entrees that are sustainable, local, affordable, healthy, and delicious, we can create support a seafood industry that works hard to protect our watery habitat and help fish populations thrive." 

It’s a lofty goal, but it’s working: the company serves up delicious, chef-inspired entrees, bisques and chowder—and each product can be traced back to its source with a simple visit to the Fishpeople web site. The food inside is made with simple, whole ingredients. The fish is selected based on Fishpeople’s own strict rating system, and their “poach-in-pouch” cooking method keeps the meals handy and cooking odors low. The pouches retail for just $5.99 each — a bargain for a tasty seafood dinner. Look for them in front of your seafood case, then visit their website and track your pouch. 


Flying Fish Company

Portland, OR

Owner Lyf Gildersleeve’s family has been in the seafood business for decades. Inspired by his father’s Idaho-based business, Lyf and his wife Natalie opened a Portland-based outpost where they direct-source from Northwest fishermen. As a processor and distributor, Flying Fish is growing the local fishing economy by providing access to new markets for small-scale fishing enterprises. They’re dedicated to sourcing 100% sustainable seafood at an unsurpassed quality—only what they would serve at their own dinner table. All New Seasons stores will be receiving weekly shipments from Flying Fish—check with the staff of your favorite seafood department for details.

Learn more about Flying Fish Company.

Ocean Beauty Seafood

Portland, OR

In 1910, the Portland Fish Company opened for business on the downtown waterfront. Fast-forward 100 years, and they’re thriving as Ocean Beauty Seafood—known internationally for making big waves with their sustainable distribution practices. For Ocean Beauty, sustainability is the heart of their business: 50% of the company is owned by the Bristol Bay Economic Development Corporation (BBEDC)—a non-profit that promotes community development in sixty-five Bering Sea villages. Their work alleviates poverty in Alaskan fisheries through innovative job training and fisheries-based economies. We know that sourcing from Ocean Beauty means high-quality, sustainable fish—from sea to store.

Learn more about Ocean Beauty Seafood.

Reinholdt Fisheries

Northwest Coast

Line fishermen Jerry and Tom Reinholdt really know their business—and we’re lucky to know Jerry and Tom.

“You’re getting the best halibut in the world,” says Jerry Reinholdt.  And he repeats it: “In the world.” Jerry’s a 40-year vet of the Seafood Producers’ Co-op, and he’s been supplying New Seasons Market with wild-caught hook-and-line fish since the day we opened. He fishes salmon and albacore for us, mostly, while his brother, Tom, catches the halibut up in Alaska. “By Sunday morning,” he explains, “we know which boats are producing best, and which are first at dock. We get the halibut off the boat, ice it down, and get it to your stores in about 24 hours. Since we piggy-back our shipments on passenger flights, there’s hardly any carbon footprint.” But when Jerry and his brother aren’t working long hours getting you the freshest fish available, what do they do to unwind? “Well,” Jerry tells us, “we like to go fishing.”

Nisbet Oyster Co., Inc.

Willapa Bay, Washington

Nisbet Oyster Company’s “Fresher Under Pressure” process means fresh, raw, preshucked and pasteurized oysters full of naturally delicious flavor. These oysters have been subjected to very high pressure, which crushes naturally occurring pathogens and shucks the oyster right in its shell. Each oyster is individually banded; just remove the band and enjoy! 
 Did you know: that oysters are naturally nutritious, low in cholesterol, sodium and fat, and rich in Omega-3 and -6 fatty acids, vitamins like B12, and minerals like zinc, calcium and iron.

Visit their website

Iliamna Fish Company

Portland, OR

Iliamna Fish Company, based in Portland, was founded by a third generation family of Alaskans who were looking for a new way to do business. When co-founder Reid Ten Kley and his team began dipping their toes into the waters of this new direct-sales concept, we became their first retail customer. By appealing to discerning customers who care about the source of their salmon dinners, Iliamna Fish Company has built a growing client base among reputable restaurants in Portland, Oregon, and Brooklyn, New York — and with us. We’re proud to support sustainable fishing, an effort we started with Iliamna and will continue for generations to come.

Visit their website.

Image by Corey Arnold. 


Northern Exposure

Our seafood buyer makes an Alaskan trek to connect with local fisherman and processors.
“Nothing can really prepare you for Alaska,” said Daisy Berg, our seafood buyer, just back from her most recent field trip. “The waters are so pristine,” she continued, “that you can see to the ocean floor from the cliff tops.” And it wasn’t just the landscape that earned Daisy’s praise. She told us about the small-scale fishermen working the straits of Kodiak Island in two-person boats. She described the immaculate processing site in Alitak where a manager named Woody preaches an almost spiritual respect for the fish. “No one on Woody’s staff would ever pick up a salmon by its tail,” she said, with obvious pride. “It’s such a pleasure to see fishermen and processers who aren’t just in it for a quick return. They really care about quality and sustainability—just like we do.”

Where does your fish come from? Find out here.

Your consumer choices make a difference. Buy seafood from the green or yellow columns to support those fisheries and fish farms that support sustainable practices.

Best Choices

Good Alternatives

Seafood to Avoid

Abalone (Farmed)

Catfish (US Farmed)

Clams (Farmed)

Cod: Pacific
(Trap or Hook)

Crab: Dungeness, Snow
(OR, WA)

Halibut: Pacific

Lobster: Spiny (US)

Mussels (Farmed)

Oysters (Farmed)

Pollock (Wild AK)

Sablefish/Black Cod (OR, AK)

Salmon (Wild AK)


Shrimp: Pink (OR)

Spot Prawn (OR, AL)

Striped Bass (Farmed)

Sturgeon Caviar (Farmed)

Tilapia (Farmed)

Trout: Rainbow (Farmed)

Albacore, Bigeye, Yellowfin

White Seabass

Basa/Tra (Farmed)

Clams (Wild)

Cod: Pacific
(Long-Line or Trawl)

Crab: King (AK),
Snow (US), Imitation Dogfish (BC) *


Lobster: American/Maine

Mahi Mahi, Dolphinfish,
Dorado (US Atlantic)

Oysters (Wild) *

(Hook AK or BC) *

Sablefish/Black Cod
(CA, OR or WA)

(Wild CA or WA)

Sanddabs: Pacific

Scallops: Bay, Sea

(US Farmed or Wild)

(English, Dover, Petrale, Rex)

Spot Prawn (US)


(Wild OR or WA)

Swordfish (US) *

Tuna: Albacore, Bigeye,
Yellowfin (Long-Line) *

Tuna: Canned Light

Canned White/Albacore *

Chilean Seabass/Toothfish *

Cod: Atlantic

Crab: King (Imported)

Dogfish (US) *

Grenadier/Pacific Roughy

Lobster: Spiny (Caribbean)


Orange Roughy *

Rockfish (Trawl) *

(Farmed including Atlantic) *

Sharks *

(Imported, Farmed or Wild)

Sturgeon,* Caviar
(Imported, Wild)

Swordfish (Imported) *

Tuna: Bluefin *

Limit consumption of these types of seafood due to concerns about mercury or other contaminants.

The seafood recommendations in this guide are credited to the Monterey Bay Aquarium Foundation.


The Latest from Twitter