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Singapore supermarket chain Cold Storage announced that they will stop selling shark fins at their 42 outlets across the country.

Cold Storage is the first supermarket chain in Singapore to ban fins as part of their effort to join the World Wildlife Fund (WWF) Singapore Sustainable Seafood Group. In addition to banning fins, Cold Storage will start offering a wider range of sustainable seafood as recommended by the WWF.

“We want to play our part towards caring for the environment,” said Victor Chia, CEO of Cold Storage. “Our team is committed to sourcing for quality, sustainable seafood and other products in our efforts to achieve long-term sustainability and marine conservation.”

Singapore markets sell over 100,000 tons of seafood annually, making it one of the biggest consumers in Asia. Unfortunately, the majority of the seafood is netted in the famous Coral Triangle.