Seafood Department


Ranked #1 in Wisconsin by Greenpeace for
Sustainable Seafood!


“’Fish is good for you.’ This straightforward advice, handed out by countless generations of mothers throughout human history, is becoming increasingly fraught with caveats as the effects of fishing practices, farming methods and contaminant levels in seafood raise environmental and health concerns. Yes, in principle seafood is good for you, but what seafood and at what cost to us and the planet?” George Zens, Sustainable Times, February 2011

Welcome to Metcalfe’s Sustainable Seafood Department conducted in partnership with and verified by FishWise, a non-profit marine conservation organization. Metcalfe’s is committed to sourcing foods that are both good for you and the environment. Let’s work together to keep our oceans healthy and abundant by purchasing fish caught or farmed using environmentally friendly practices!

Why choose sustainable seafood? Sustainable seafood comes from sources, whether fished or farmed, that can maintain or increase production in the long-term without jeopardizing affected ecosystems. When you purchase seafood that is sustainably farmed or harvested you are helping to ensure a constant supply of seafood from healthy oceans. Your purchasing power supports:

  • Species preservation and biodiversity
  • The health of aquatic and terrestrial habitats
  • Fishing communities and their livelihoods
  • Clean and productive oceans


The premium quality fish and seafood found at your neighborhood Metcalfe’s is flown in fresh six days a week. We offer more than 50 varieties every day – all of which are labeled according to Monterey Bay Aquarium’s Seafood Watch sustainability criteria (click here to print the current Central US Seafood Watch Card or pick one up at Metcalfe’s!):


Abundant and/or well managed and caught or farmed in environmentally friendly ways.


Come from fisheries or farms with good qualities but they still have some environmental concerns.


Caught or farmed in ways that cause substantial harm to the environment.

The catch or aquaculture production method and country of origin for each product are also indicated.



We are here to help! We invite you to ask our experts about sustainability, seafood preparation, rubs & marinades, time-saving cooking tips, food safety and pairing suggestions. Click here to learn more about catch methods and to find sustainable seafood products that are low in mercury and PCBs!

The following sustainable seafood options at Metcalfe’s are rated “BEST CHOICES” (green), per Monterey Bay Aquarium’s Seafood Watch cards, January 2012 (all subject to availability):

  • Arctic Char (farmed)
  • Catfish (US farmed)
  • Clams (farmed)
  • Cod: Pacific (US non-trawled)
  • Halibut: Pacific (US)
  • Lobster: California Spiny (US)
  • Mussels (farmed)
  • Oysters (farmed)
  • Perch: Yellow (Lake Erie)
  • Salmon (Alaska wild)
  • Scallops (farmed)
  • Shrimp: Pink (Oregon)
  • Striped Bass (farmed & wild*)
  • Tilapia (US farmed)
  • Trout: Rainbow (US farmed)
  • Tuna: Albacore (Canada & US Pacific, troll/pole)
  • Tuna: Skipjack, Yellowfin (US troll/pole)
  • Whitefish: Lake (Lake Huron & Superior)*
  • Whitefish: Lake (Lake Michigan, trap-net)*

  • *Limit consumption due to concerns about mercury or other contaminants (

Among the unmatched selection of premium fish and seafood at Metcalfe’s, the following sustainable varieties are also sourced locally (Great Lakes/Wisconsin, all subject to availability/season):

  • Rainbow Trout, green
  • Lake Michigan Whitefish, green
  • Lake Perch, green
  • Walleye, yellow
  • Sturgeon, yellow
  • Lake perch, yellow
  • Smelt, white
  • Bluegill fillets, white

“People want to know where their food comes from. They want to know the story.”
—Tim Metcalfe, President.



Click here to learn more about the Local & Sustainable Meat now available at Metcalfe’s Market!



The Best Selection of Beef in Town!

  • Local & Sustainable

  • Kobe*

  • Prime

  • Dry-Aged*

  • Choice Black Angus

  • Grass-Fed

  • Organic

*Metcalfe’s Hilldale only.

Best in town?
You tell us!

Carl's Cakes

Contact our bakery department for all of our fabulous flavors and sizes, including local Carl’s Cakes at Hilldale.

Keep reusing your bags!

Money collected in our cafe tip jars is used to purchase reusable grocery bags that are donated to local schools, decorated by students and distributed for FREE on Earth Day.

Metcalfe’s Floral Studio guarantees more than 50 varieties of premium quality flowers and plants everyday (at grocery store prices)!

  • We Deliver
  • Open 24 Hours*
  • Walk-in Cooler*
  • 5-Day Flower Guarantee
  • Award-winning design

*Metcalfe’s Hilldale only.