I believe that Metro did something that proved to be very helpful in 2010 when it hired an oceanography specialist, a marine scientist. This specialist had university training in the field. I would advise other Canadian retailers to hire someone familiar with the subject. It proved to be very helpful to Metro when it was developing the program and implementing it in the stores.
As for why Metro decided to adopt a policy of this kind, it was an idea that had certainly been on its radar for several years. The fish and seafood category is more complex than others simply because of the astronomical number of species. Working with various outside stakeholders, some of which were non-governmental organizations, made it possible to develop the policy that was introduced in 2010.