Consumers Want Transparent Seafood

This article was contributed by Marine Stewardship Council.

Learn why consumers in Aus and NZ want transparency from seafood brands and how MSC certification builds trust

Consumers across Australia and New Zealand increasingly care about where their seafood comes from. Environmental awareness, coastal culture and growing scrutiny of sustainability claims have all contributed to stronger expectations around transparency. But alongside that interest comes something equally important: consumers want proof that their seafood is transparent.

This is where independent certification bodies like the Marine Stewardship Council (MSC) play a significant role.

It is no longer enough to say seafood is “sustainable.” Shoppers want evidence.

What the MSC actually does

The Marine Stewardship Council is an international non-profit organisation working to safeguard seafood supplies by promoting sustainable fishing practices and improving ocean health. Its blue fish tick label and certification program recognise fisheries that meet defined sustainability standards and help guide purchasing decisions toward responsibly sourced seafood.

Its certification system has two core components:

• Fisheries Standard: assessing whether wild fisheries are sustainable
• Chain of Custody Standard: ensuring certified seafood can be traced through the supply chain

Together, these create both environmental accountability and traceability assurance.

What the MSC blue fish tick label means

When consumers see the MSC blue fish tick label on seafood, it shows the product comes from a wild fishery independently assessed against sustainability criteria such as healthy fish stocks, minimised environmental impact and effective fisheries management.

That independent verification matters in a market where self-declared sustainability claims are increasingly scrutinised.

Consumers expect traceability and transparent seafood

Supply chain transparency has become particularly important in Australia and New Zealand. Certification programs like the MSC require systems that keep certified seafood separate from non-certified products and allow it to be tracked from fishery to final sale.

This helps:

• Prevent mislabelling or substitution
• Support regulatory compliance
• Provide confidence to retailers and consumers
• Strengthen brand credibility

For brands communicating sustainability claims, supply chain assurance is often the difference between aspiration and evidence.

Outcomes beyond certification

Certification can also influence broader industry behaviour. The MSC’s model is designed to recognise and reward sustainable fishing practices while encouraging fisheries to improve environmental performance over time.

These outcomes carry particular weight in Australia and New Zealand, where seafood is both a key export industry and an important part of domestic consumption. Maintaining healthy marine ecosystems is therefore not only an environmental priority but also a commercial one for fisheries, retailers and coastal communities.

What does this mean for the transparent seafood brands?

Consumers in Australia and New Zealand are not rejecting sustainability claims. They are becoming more discerning about them, particularly where labels or symbols lack recognised standards, independent verification or clear supporting evidence.

Independent verification and transparent communication help bridge the gap between intention and trust. For seafood brands, credible certification can support both environmental responsibility and commercial resilience.

And increasingly, those two outcomes go hand in hand.

Learn more about the MSC certification and choose products with the MSC blue fish tick label.