What seafood shoppers really want from ocean sustainability labels
Seafood shoppers today are asking more serious questions about what they eat, where it comes from and how companies prove their sustainability claims. According to a survey by the Marine Stewardship Council (MSC) and GlobeScan, 74% of seafood consumers around the world say brands and supermarkets need to independently verify sustainability claims. The nonprofit also reports that 58% say seeing the MSC label would make them more likely to purchase a product. And 52% would actually pay more for certified seafood. For retailers, foodservice teams and seafood distributors, those stats point to a clear commercial reality: consumers are worried about the state of the oceans, believe their seafood choices can make a difference and increasingly expect companies to prove sustainability claims. Concern for the ocean is changing how shoppers buy seafood World Ocean Day brings global attention to ocean health each year, but seafood shoppers don’t seem to need the reminder. The MSC and GlobeScan’s research shows 91% of consumers worry about the state of the world’s oceans, while 64% believe their seafood choices can make a difference to ocean health. That creates a clear challenge for seafood businesses. Shoppers and diners care about the ocean, but they still need help turning that concern into a confident purchase. At the seafood counter, freezer case or restaurant menu, they can’t verify every sourcing claim. They need simple, visible proof that helps them choose quickly. MORE: How MSC certification strengthens confidence in seafood sourcing Shoppers demand proof, not soft green claims “Consumers are increasingly ‘voting with their forks’ for sustainable seafood,” MSC reported in its consumer research. Nine in 10 seafood lovers may care deeply about ocean health, but they still need to make quick decisions at the seafood counter, freezer case, or restaurant menu. Words like “responsible,” “ocean-friendly,” and “better sourced” may sound reassuring, but shoppers increasingly want evidence behind the claim. They can’t audit every sourcing claim in the moment. They need something clear, visible, and credible. MSC says its blue fish label gives assurance that a product has been independently verified for sustainability. It also points to DNA testing, investigations, and unannounced audits as deterrents against mislabeling. For Canastra Fishing Co., that proof connects directly to the work behind the product: domestic sourcing, documented supply chains, and seafood that buyers can trace back to real fisheries and real fishing communities. A label may catch the shopper’s eye, but the story behind it still has to hold up. A label is only as strong as the supply chain behind it A shopper sees the label. The buyer has to stand behind it. Retailers, foodservice teams, and distributors need suppliers who can support the claim with clear documentation, not just good intentions. If a product carries a third-party sustainability label, the buyer may need to confirm where it came from, how it moved, and whether each handoff protected the certification claim. That’s where chain of custody becomes commercially important. It gives buyers a record of how certified seafood moves through the supply chain, from harvest through processing, storage, distribution, and sale. Without that record, a sustainability claim can weaken before the product ever reaches the customer. A strong supplier should help answer that question quickly and clearly. That means providing documentation, origin details, certification information, and product records that support the story on the label. “If a customer asks us six months later where a product came from, we can trace it back through bills of lading, invoices and records right to the source,” says Ben McKinney of Canastra Fishing Co.’s operations. The label gives shoppers a reason to trust the product. The supply chain gives buyers a reason to trust the supplier. Buyers need sustainability stories they can actually use Retail buyers, foodservice teams and distributors need stories their customers can understand at the seafood counter, on a package, across a menu or in a sales conversation. That’s where some sustainability messaging often falls flat. They have to turn supply chain detail into a simple customer-facing message without watering it down. A third-party label helps because it gives the claim a recognizable starting point. But the strongest stories go beyond the badge. They connect verified sustainability to origin, species, quality, fishing communities and the people behind the product. That kind of detail helps retailers and foodservice teams move sustainability from a policy statement into something customers can see and trust. For Canastra Fishing Co., that story starts in New Bedford. Domestic seafood, working vessels, documented supply and real fishing families give buyers more than a certification claim. They give them a product story with roots. When shoppers ask where seafood is from and if it’s sustainable, they increasingly want to know who stands behind the claim. The strongest labels point back to real accountability Consumers want to know the seafood in front of them comes from a source someone can stand behind. A certification can give the first signal, but lasting trust comes when the claim connects to a supplier who can explain the product, show the documentation, identify the source, and answer follow-up questions without hedging. That’s where shopper expectation and buyer responsibility meet. “There’s a lot to be said for our story, who we are and the background,” says Cassie Canastra Larsen, CEO of Canastra Fishing Co. Book a call to learn how Canastra Fishing Co. helps buyers source MSC-certified seafood with clearer documentation and stronger shopper trust. Looking for traceable domestic seafood backed by documented sourcing and supply chain transparency? Drop us a line.
How MSC certification strengthens confidence in seafood sourcing
Today’s seafood buyers simply can’t afford to accept vague sustainability claims—they need proof they can stand behind. As scrutiny of seafood sustainability grows, buyers demand real credentials that hold up to questions from customers, procurement teams and regulators. Marine Stewardship Council (MSC) certification gives seafood businesses a recognized way to separate environmentally sustainable sourcing from empty green claims. For buyers, the MSC blue fish label represents a framework for helping support a healthier ocean, supply chain accountability and long-term supply confidence. In a market where promises have come too easily, MSC carries genuine weight with its rigorous certification process built around stock, environmental impact and fishery management. What is MSC certification? Launched in 1997, the MSC is an independent non-profit organization established by the World Wildlife Fund and Unilever. It was created to address the collapse of the Grand Banks cod fishery after years of intense fishing pressure. The collapse devastated coastal communities, disrupted supply and showed how quickly overfishing can affect the environment, livelihoods and seafood supplies. Decades later, MSC certification is widely recognized as one of the most rigorous environmental standards for fishing in the seafood industry. The fishery certification process is neither quick nor superficial. It can take up to 18 months, followed by annual audits and full reassessment every five years. “It’s a rigorous process, and not all fisheries pass,” explains MSC’s Anthony Mastitski. To earn the MSC label, fisheries are independently assessed by third-party auditors against a science-based framework built on three core principles: MSC certification is more than a marketing claim; it gives buyers and consumers independent evidence that a product comes from a fishery assessed against recognized standards. “Sustainability and traceability are core to what we do, and MSC certification helps validate that with buyers,” explains Cassie Canastra Larsen, CEO of Canastra Fishing Co. MORE: Why domestic seafood creates a more reliable supply chain Why MSC certification matters for seafood businesses Sustainability now directly influences buying decisions, not just brand perception. The global sustainable seafood market is projected to reach $33.34 billion by 2032, up from $13.12 billion in 2018. This growth marks a significant shift in consumer values when it comes to making responsible food choices. Over 1,850 MSC-certified products are available in the U.S. and Canada. The blue fish label is now a staple in most major supermarket chains, including Whole Foods Market, Kroger, Aldi, ShopRite, Walmart, and Target. The momentum is equally strong across the pond. In the U.K., 63% of wild-caught seafood sold in supermarkets now carries the MSC label. Spending on MSC-labeled products reached £1.7 billion ($2.3 billion) in 2025, a 14% jump from the previous period. Foodservice has followed suit. McDonald’s and IKEA have both committed to sourcing only MSC-certified seafood for their menus. “A lot of major retailers and international buyers will not buy certain seafood products unless they are MSC certified,” says Ben McKinney, Canastra Fishing Co. Chief Operating Officer. “If you walk into a restaurant, retailer or wholesaler anywhere in the world and you see that something is MSC certified, you know it’s caught sustainably, processed the right way and can be traced right back to that fishery.” RELATED: The domestic wild-caught whitefish species buyers need to watch in 2026 The blue fish label advantages for seafood buyers MSC certification speaks directly to buyer anxiety around seafood sourcing today. Retailers, restaurants and institutional buyers don’t just want to know whether a product tastes good or arrives on time. They also need to know whether the sourcing story holds up and that they’re actually supporting environmentally sustainable fishing standards. Market access and compliance Certification opens doors with organizations that build sustainability standards into procurement as a non-negotiable. As more governments, retailers and foodservice groups tighten expectations around sourcing, MSC-certified seafood gives distributors a stronger position in competitive bids and supplier conversations. It also reduces the chance that a product gets excluded as rules, policies and buyer standards change. Supply stability Seafood supply chains already face pressure from weather, quotas, tariffs and shifting demand. MSC certification doesn’t remove that volatility, but it does show that a fishery operates within environmentally sustainable limits and follows a management framework designed to protect the stock over time. That matters to buyers planning menus, retail programs and long-term supply agreements. Commercial value MSC certification gives distributors a stronger way to sell on value, not just price. Buyers can always find cheaper seafood. But the blue fish label gives consumers a clear reason to choose a certified product over lower-cost alternatives with weaker credentials. MSC certification serves as a sales and marketing asset; it supports shelf differentiation, menu storytelling, ESG reporting and consumer-facing campaigns. Supply chain transparency Transparency has become one of the strongest trust signals in seafood. The MSC Chain of Custody supports that trust by tracking certified seafood through the supply chain. It gives buyers stronger accountability and better confidence in product origin. “And if a customer asks us six months later where a product came from, we can trace it back through bills of lading, invoices and records right to the source,” McKinney says of Canastra Fishing Co.’s operations. Credibility in an era of greenwashing Vague claims like “natural,” “responsibly sourced,” or “ocean-friendly” no longer carry the same weight. What buyers need these days is proof they can show to customers. “As buyers and consumers become more alert to greenwashing, third-party certification helps businesses show that their sustainability claims are backed by science and rigor,” says Camila Flanagan of MSC. That credibility becomes even stronger when certification connects to a supply chain that buyers can see, understand and trust. Turning sustainability into a strategic advantage MSC certification has moved beyond mere compliance. The blue fish label now supports stronger commercial conversations around trust, accountability, supply and reputation. It gives buyers something they increasingly need: a claim they can explain, document and defend. That matters in a market where vague environmental language no longer carries the same authority. MSC certification doesn’t replace a strong relationship with a supplier that has real