Novotel Becomes First Hospitality Brand to Join Seafood Task Force

Novotel has achieved a major sustainability milestone by becoming the first hospitality brand to join the Seafood Task Force (STF), reinforcing its leadership in responsible sourcing and ocean conservation.

Key Highlights
- Membership Announcement (Nov 19, 2025): Novotel joins STF, a global coalition of over 50 major retailers, brands, and supply chain partners working to ensure traceable, ethical, and environmentally responsible seafood.

- Focus Areas:
- Sustainable sourcing of tuna and farmed shrimp in Thailand, Vietnam, and Indonesia.
- Enhancing supply chain transparency and reducing social/environmental risks.

- Seafood Principles:
- Ban on 350+ endangered seafood species from menus by 2027.
- Serving only MSC-certified wild-caught species or responsibly sourced local fish
. - Using ASC- or organic-certified farmed seafood for salmon and shrimp.

- Broader Ocean Commitment:
- Four pillars: reducing plastic/carbon footprint, sustainable food choices, education & awareness, and research/innovation.
- Initiatives include seagrass protection, ghost gear removal, marine turtle tracking, and support for WWF France’s marine projects.

- Leadership Remarks:
- Nadege Keryhuel, Global VP Novotel: “Joining the Seafood Task Force represents a critical next step in Novotel’s journey toward complete seafood traceability and sustainability.”
- Martin Thurley, STF Executive Director: “Novotel’s commitment demonstrates true leadership in driving demand for sustainable seafood.”

Strategic Importance
- Positions Novotel as a pioneer in hospitality sustainability, setting a benchmark for the industry.
- Strengthens collaboration between hospitality and seafood supply chains, impacting 350 million customers globally.
- Aligns with growing consumer demand for ethical and eco-conscious dining experiences.

📌 This move signals a powerful shift: hotels are no longer just places to stay—they’re becoming active players in global sustainability movements.