In the survey of approximately 3,000 Americans, 32 percent said that it is important to them that the seafood they purchase is sustainably caught, and 21 percent said it is “very important” that their seafood is sustainable. In addition, 22 percent of Americans said they would be willing to pay between 10 to 20 percent more for sustainably-caught seafood, while 51 percent said they would not be willing to pay extra for sustainable seafood.
“Here in the Pacific Northwest, sustainability as a factor in purchasing is higher than 32 percent. Up here, people eat fresh, wild seafood,” Bob Donegan, president of Seattle-based Ivar’s, a chain of quick-service and full-service seafood restaurants, told SeafoodSource. In fact, 91 percent of Ivar’s guests said that sustainability and local sourcing is a “big factor” in deciding where to eat out, in its recent survey of 400 guests.
Mary Smith, marketing manager for Santa Monica Seafood in Santa Monica, Calif., which operates two stores with cafes, has also seen a much higher interest from shoppers for sustainable seafood.
“Our customers tell us they are willing to pay more sustainable seafood just by walking in the door. Our seafood is generally more expensive than other retailers, but you get what you pay for. In our case, that is consistently fresh seafood that is responsibly sourced and carefully ‘curated’ in the case,” Smith told SeafoodSource.
However, many consumers do not “consciously consider the sustainability of their choices,” according to Stephen Gyland, owner of Cod & Capers Seafood, North Palm Beach, Fla. “The driving factor in the buying decision seems to be quality first and value second. Only speaking about our market and guests, I would have to say that inquiries about the sustainability of a choice is the least-asked question that we encounter,” Gyland said.
Meanwhile, the survey demonstrated a challenge that the industry has been struggling with for years: sustainable seafood labels are confusing to consumers. Two-thirds of those surveyed said they were only “somewhat confident” about sustainability labels, and 19 percent were “not at all confident.”
“As a consumer, I would have found it difficult to embrace the MSC certification process without reservations. The mission statement by NOAA on their Fish Watch web site — as well as the wealth of really good information — is much less misleading and confusing for the consumer. We rely on and refer to this source often,” Gyland said.
(seafood.vasep.com.vn) In the first six months of 2026, Ha Tinh province continued to implement comprehensive solutions to combat IUU fishing; strictly manage the fishing fleet, control fishing vessels entering and leaving ports, operate vessel tracking devices, trace the origin of seafood, and severely punish violations.
(seafood.vasep.com.vn) Vietnam's tilapia exports reached USD 7 million in June 2026, down 32% compared with the same month in 2025. Nevertheless, thanks to strong growth in the first five months of the year, cumulative tilapia exports in the first half of 2026 totaled USD 69 million, up 67% year on year.
(seafood.vasep.com.vn) Sa Giang Import-Export Joint Stock Company, a member of the Vietnam Association of Seafood Exporters and Producers (VASEP), has been honored with the "Famous Brand - Competitive Vietnamese Brand 2026" certification at an award ceremony organized by the Vietnam Intellectual Property Association (VIPA).
(seafood.vasep.com.vn) China imported nearly $1.4 billion worth of Vietnamese seafood in the first half of the year, a 40% increase compared to the same period last year, surpassing the US to become the largest export market for the industry.
(seafood.vasep.com.vn) As part of Vietfish 2026, the International Seafood Hosted Buyer Program has been designed as a dedicated B2B matchmaking initiative for selected international buyers. The program provides opportunities to meet directly with Vietnamese seafood companies, gain market insights, and experience Vietnam's seafood supply chain firsthand.
(seafood.vasep.com.vn) A Story from Cà Mau’s Coast It’s 5 AM in Cà Mau. Minh, a third-generation fisherman, is ready to set sail. But unlike his father and grandfather, his boat no longer runs on an old diesel engine that burns fuel and clouds the sky with smoke. Instead, it’s powered by a hybrid engine that saves 40% fuel—funded by an ESG program from a major seafood exporter.
(seafood.vasep.com.vn) Vietnam's pangasius industry is shifting its focus from increasing production volume to enhancing value-added products in order to meet the increasingly stringent requirements of export markets. In An Giang Province—the country's leading hub for pangasius farming and processing—businesses and farmers are prioritizing product quality, traceability, food safety, and sustainable development rather than expanding output.
(seafood.vasep.com.vn) Following strong growth in 2025, Vietnam’s tuna exports to Sweden continued to edge higher during the first five months of 2026. However, the picture is far from straightforward. Orders have fluctuated significantly from month to month, indicating that this market remains cautious, with purchasing decisions closely tied to actual demand and the import cycles of Nordic distributors rather than to a steady upward trend.
(seafood.vasep.com.vn) China’s shrimp imports in the first five months of 2026 continued to surpass the same period in 2025, indicating that demand in the world’s largest seafood-consuming market remains strong. However, behind the growth figures lies an increasingly competitive landscape: Ecuador dominates the competitively priced whiteleg shrimp segment, India remains the second-largest supplier, while Vietnam stands out in the lobster segment but still needs to strengthen its advantages through quality, traceability, and reliable supply.
(seafood.vasep.com.vn) Lobster exports to China continued to surge in the first half of this year, putting the lobster industry on the verge of reaching an export value exceeding $1 billion.
VASEP - HIỆP HỘI CHẾ BIẾN VÀ XUẤT KHẨU THỦY SẢN VIỆT NAM
Chịu trách nhiệm: Ông Nguyễn Hoài Nam - Phó Tổng thư ký Hiệp hội
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