South African seafood processor Oceanfresh has announced that its hake fillets will be sold in some Wal-Mart Stores outlets in the US from October.

Oceanfresh, which is owned by South African conglomerate Lonrho, said today (25 July) that the fillets come from wild-caught, sustainably sourced white hake that is fished in the Benguela current off the coast of Southern Africa.

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The company is among the first South African companies to supply seafood to Wal-Mart’s US operations. The deal will create over 100 new direct jobs and hundreds of indirect jobs to fulfil the new orders.

“Lonrho is delighted that Oceanfresh has been appointed as a fish supplier to the world’s largest retailer, Walmart,” said Lonrho executive chairman David Lenigas.

“Lonrho understands the importance of responsible fishing policies and prides itself on delivering the best quality products that are wild caught and from well managed and sustainable sources.

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“Lonrho’s Oceanfresh division has been diligent in working with the World Wildlife Fund’s sustainable sourcing program to ensure that fish stocks are properly managed and that catch quotas are within sustainable levels to maintain wild fish stocks for future generations.”

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Wal-Mart completed the acquisition of a 51% stake in South African retailer Massmart in June after winning approval for the transaction from South Africa’s Competition Tribunal.

One of the conditions of the tribunal’s approval was the establishment of a ZAR100m (US$14.6m) fund to help support the development of local suppliers.