United States ? Supermarkets are introducing new standards for the farmed fish and shrimp that make up roughly half of U.S. seafood consumption, riding a wave of consumer demand for environmentally friendly products.

Whole Foods was to announce this week the first comprehensive set of aquaculture guidelines by a major retailer.

Wal-Mart has established standards for farmed shrimp and certified its factories with the Aquaculture Certification Council. And Wegmans worked with Environmental Defense Fund on its farmed-shrimp policy to ban antibiotics, avoid damaging sensitive habitats, treat waste water and reduce the use of wild fish to feed shrimp.