January 23, 2007

MASI expands distribution of low-mercury seafood
 

MICRO Analytical Systems, Inc. (MASI), has expanded its brand of mercury-tested seafood into Southern California.

Marketed under the name "Safe Harbor certified seafood", the product was first introduced in the San Francisco Bay Area last year.

MASI is the developer of the world's first rapid, large-scale mercury-testing process for seafood. The company said its technology enables seafood processors to quickly and inexpensively identify the mercury level of every fish they sell.

Seafood sold with the Safe Harbor seal is certified to have a mercury level that is among the lowest available for its species. The seal certifies that the product meets a far stricter standard than that set by the FDA. MASI said it tests more seafood for mercury each year than any other company or government in the world.

The company came into the market because consumers have been asking the industry to do something about mercury Jim Lanter, American Fish CEO, adding that the company is receiving a lot of interest about the system.

Lusamerica, a seafood chain which distributes MASI's mercury tested seafood said the ability to provide mercury testing helped the company attract customers and build up its business.

One of the first to offer the brand, Holiday Quality Foods, a Northern California grocery chain of 17 supermarkets, said the company's same-store seafood sales have gone up by 14 percent since the company started selling Safe Harbor seafood.