Wal-Mart has begun featuring the Marine Stewardship Council’s (MSC) blue eco-label on 10 fish products in its U.S. locations. The MSC is a non-profit organization promoting sustainable fishing practices, and its label helps consumers identify seafood from fisheries meeting MSC environmental standards. The first labelled products hit Wal-Mart’s shelves in April.

The American retail giant announced last February that it would procure all wild-caught seafood for North America from MSC-certified fisheries within three to five years. The appearance of MSC-labelled products in its stores is considered a significant breakthrough for sustainable practices, and the number of eco-labelled seafood products available at Wal-Mart is expected to increase significantly over the coming years.