During a session in one of Aeon’s flagship stores, representatives of Aeon and World Wildlife Fund (WWF) Japan said customers need access to information about responsible fish farming.

"At Aeon, we continuously seek to help our customers make responsible choices. Responsible sourcing is important to the future of our business and our customers too,” said Norihiko Okui, Aeon general manager at the seafood department.

AEON will source ASC-certified pangasius from CP Vietnam Corporation, part of Thai giant Charoen Pokphand Foods. Its Ben Tre Branch farm operation has been ASC certified since July 2013.

ASC-certified pangasius has been available in supermarkets since September 2012. There are currently 45 pangasius farms certified against the ASC standard, and a further four farms are awaiting the outcome of their audit.

"I am excited about the rapid growth of the ASC in the Japanese market. AEON’s commitment to sourcing and selling certified seafood is key to the development of the ASC in Japan. There are already more than 60 approved Japanese products with the ASC logo, and four of them can be found in stores across the country,” said Chris Ninnes, ASC’s CEO.

"After the highly successful introduction of certified salmon in Japan earlier this year, the launch of ASC certified pangasius will further boost our profile in this important market,” Ninnes explained.

ASC labelled pangasius products can be traced back through the supply chain to a responsibly managed farm.