Washington, D.C. – A global study of seafood consumers found that 81% of North American seafood consumers agree that fish and seafood must be protected for future generations. The study also found that 70% of consumers agree that supermarkets’ and brands’ claims about sustainability should be clearly labeled by an independent organization. However, only 24% of North American shoppers notice ecolabels when they’re at the grocery store. How can we bridge the gap?
“Understanding what consumers are thinking at point of purchase is the first step in understanding how to encourage them to look for certified sustainable seafood” said Brian Perkins, North America Director for the Marine Stewardship Council. “The MSC-commissioned GlobeScan study shares unique insights into consumers’ behaviors, ultimately helping the MSC – and the seafood industry as a whole – understand how to help consumers act on their values.”
Major findings by leading research consultancy GlobeScan will be presented and discussed during a conference session at Seafood Expo North America on March 18 in Boston. Considerations like “sustainably sourced” fall lower on consumers’ list of priorities, while things like safety, health, and price continue to rank higher on the list. Another top finding: 46% of seafood consumers list information on seafood packaging as the number one way that they would like to find out more about the sustainability of a seafood product, followed by TV/radio (35%), and advertisements (35%).
Seafood industry leaders will discuss the significance of these and other findings and the roles that brands, retailers, restaurants, and NGOs play in consumer engagement on sustainable seafood. The discussion will also attempt to unpack consumer decision making at point of purchase, the role the of the MSC’s blue fish label, and how to make sustainable seafood relevant to North American shoppers.
Christine Burns Rudalevige, Food Writer and Journalist, will moderate the discussion, and Abbie Curtis O’Reilly, Associate Director, GlobeScan, will present the high level findings. Representation across the seafood sector, including restaurants, brands, and retailers, will provide a diversity of perspectives and will help spark discussion among audience members. Panelists include:
- Brandon Hill, Director of Infrastructure & Supply Chain, Sustainable Restaurant Group, Bamboo Sushi and QuickFish
- Jennifer Lambert, Senior Manager, Sustainability, Loblaw Companies Limited
- Jan Tharp, Interim President and Chief Executive Officer, Bumble Bee Foods
- Shelley Zang, Meat/Seafood Merchandising, Commodity Manager, Seafood and Sustainability, Kroger
The goal of this session is to gain an understanding of consumer purchase motivators and market trends, and attempt to understand what the future of sustainable seafood is from the consumer perspective.
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