Sunset Magazine Picks Vital Choice for Superior, Sustainable Seafood
Contact: Erin Knapp
(360) 603-9456 ext. 121

The editors of Sunset magazine seek the best home, living, and food ideas from ... or for ... folks in the Western states.

And in their special September, 2009 Coastal Issue, Sunset recommended sustainably produced Western seafood, and the best retailers of these fish and shellfish.

To our surprise and delight, Sunset recommended Vital Choice as a “smart fish shop”

We received their recommendation in an article titled “The West's best fish: A shopper's guide to our most delicious, sustainable seafood ? and how to enjoy it”.

Click for full story. Sunset cover Sept. 2009


The editors set four criteria … which were adjusted slightly when they selected Web-based fish retailers.

These were Sunset’s criteria … we inserted corresponding Web-store features between brackets [ ]:
  1. A variety of sustainable seafood choices.
  2. A person behind the counter [Web site] who can answer your questions.
  3. A label [Web page] on each fish, listing source; whether farmed or wild; and how it was caught.
  4. Lots of brochures from sustainable seafood suppliers and organizations on the counter [or the equivalent Web content].

Our performance on the 1st and 4th items exceeds the standards set by the editors of Sunset. How so?

The fisheries that supply the all of the seafood we sell are considered sustainable by experts at Monterey Bay Aquarium and other independent assessors.

Further, the respected Marine Stewardship Council uses chain-of-custody audits to certify that selected Vital Choice fish and seafood products come from fully sustainable fisheries such as our Alaskan salmon (and salmon sausage), troll-caught North Pacific albacore tuna, Alaskan sablefish, and Alaskan halibut.

What’s the best fish to buy frozen?
Here's what Sunset said in response to their own question, with our asides inserted between brackets [ ]:

"Buy American seafood, preferably from the West Coast; from Alaska is even better." [Most of our seafood is from Alaska.]

"Extra points if it has the Marine Stewardship Council logo." [All of our Alaskan salmon and much of our other seafood bears the MSC-certified seal.]

"Look for labels that overload you with good info, like where the fish was raised or caught." [Every seafood product page discloses the origin of the item on offer.]


Seven Vital Choice standbys ranked among the 13 wild seafood choices that Sunset recommended:
Pacific salmon
Pacific halibut
Sablefish (black cod)
Spot prawns
Oregon pink shrimp

In keeping with the "Western seafood" theme of the piece, they also recommended Pacific sardines ... but our canned Portuguese sardines are equally tasty and sustainable, as are our small, sardine-sized Portuguese mackerel. Likewise, our Alaskan King Crab is every bit as good and sustainable as the Dungeness Crab recommended by Sunset.

For their full list of recommended seafood, click here. The issue also includes “108 Great Recipes” worth checking out.

For orders, questions, or assistance call 800-608-4825 any day or time. © 2014 Vital Choice Wild Seafood & Organics, Inc. All Rights Reserved