Loblaw grocery stores are sending consumers a message with, well, nothing at all.

The chain has launched a new in-store campaign to educate consumers about making sustainable choices when it comes to seafood. Starting today, shoppers in Loblaw stores will see only empty trays where seafood that the company deems ‘at risk’ was once sold.

In its place will be signs that say ‘Not available. At Risk,’ and sustainable seafood guides will be available in-store to explain the program further. The trays will eventually be refilled with a sustainable seafood product.

‘As Canada’s largest buyer and seller of seafood, Loblaw has taken a hard look at the challenges facing the world’s oceans and what it means to us,’ Paul Uys, VP fresh foods, Loblaw Companies, said in a release.

‘We believe it’s critical that Canadians understand this important issue, and the changes at our fresh seafood counters are among the first steps we have taken to educate customers as to why Loblaw is committed to sourcing all seafood sold in our stores from sustainable sources.’

The promotion is part of Loblaw’s effort to source all of its seafood from sustainable sources by 2013. The in-store program is being supported with a new Facebook page and content on the Loblaw website, as well as promotion in the chain’s Healthy Insider’s Report.