LJS on Board with BAP; Announces Fish & Fries Giveaway
Add Long John Silver’s (LJS) to the growing list of retailers and foodservice operators worldwide that are Best Aquaculture Practices (BAP) market endorsers.
The Louisville, Kentucky-headquartered quick service seafood restaurant chain has announced that it will be adopting BAP certification as part of its sustainable seafood procurement policy. The USA’s largest quick service seafood restaurant operator will work closely with the Global Aquaculture Alliance (GAA) and suppliers to ensure that its farmed seafood, when available, is sourced from a BAP-certified facility.
“As a seafood restaurant leader, our mission is to promote seafood, and we are really focusing on sustainability,” said Marie Zhang, chief food innovation officer. “We think we can work with GAA to promote sustainably farmed seafood that’s not just good quality, but that’s also environmentally and socially responsible.”
Currently, all farmed shrimp sold at Long John Silver’s 1,200-plus locations are sourced from BAP-certified farms in India and Ecuador, she said, and the partnership with GAA will help enable it to secure only products sourced from BAP-certified farms. Zhang added that she expects farmed seafood’s presence on the chain’s menu to grow.
Meanwhile, Long John Silver’s has announced that it will be giving away free fish fillets and french fries to customers on June 28, from 11 AM to 3 PM.
“We want to celebrate our loyal customers who have made us America’s favorite seafood brand for the past 45 years,” said Mike Kern, the company’s chief executive officer. “There is no better way to say ‘thank you’ than by offering everyone the delicious, classic fish and fries that first made us famous.”
NASCAR driver David Ragan will help promote the “Free Fish & Fries” offer with a special paint job on his car during the Toyota Save Mart 350 at Sonoma Raceway on June 22.
“We’re long-time fans of Long John Silver’s and happy to spread the word about such a good deal,” said Ragan, driver of the No. 34 Front Row Motorsports Ford. “We hope all the NASCAR fans will see it on our car during the Sonoma race and then mark their calendars to go get free fish and fries the following Saturday.”