Launched earlier this month, the new program allows the customer to scan a bar code that displays where the fish was caught, along with a picture of the fishing boat, a description of the fishing gear used and an assurance that the product was naturally processed.

"It's exciting for us to promote fish that is locally landed by captains working to bring fresh fish to market," said Laura Foley Ramsden, co-owner of Foley Fish. "And Roche Brothers is one of the few supermarkets where you can still buy locally landed seafood."

While various conservation groups offer consumers guides to sustainable seafood, none of them consider how seafood is handled after it comes across the dock, according to Foley. "With Sea Trace the unique feature is that, in addition to knowing the method of harvest, the customer knows that the fish wasn't gaffed, wasn't injected or treated in any way," Ramsden said.

The seafood Foley Fish shipped to Roche Bros. one recent Tuesday included scallops from the F/V Trident of New Bedford, oysters from Bourne and groundfish from the F/V Barbara L. Peters of Scituate, Ramsden said.

"We've been looking forward to launching this program," said Roche Bros. seafood director Arthur Ackles. "Most of our seafood comes from local waters and there's a lot of effort to protect the fish stocks." There is increasing interest in sustainability among Roche Bros. customers, he said. "This program will allow them to support local fishermen and to see where their fish is coming from."

Roche Bros. operates 16 stores in Eastern Massachusetts. The nearest outlets to the SouthCoast area are in Easton, Marshfield and Mashpee.

Read the full story at the New Bedford Standard Times