When shoppers browse the seafood counters at Holiday Quality Foods' 19 grocery stores in rural Northern California today, they will find a new Safe Harbor brand, the nation's first line of low-mercury fresh fish.
The label is part of a market test by the supermarket chain and Pacific Seafood Group, one of the nation's largest fish wholesalers, to see whether customers would buy more fish if they had more information about its mercury content. Holiday is using a new technology, developed by a high-tech company in San Rafael, Calif., that takes just minutes to measure the mercury concentration in fish rather than days.
Read the whole story here.
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