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) The year 2025 marked a pivotal milestone for Vietnam’s seafood industry in its restructuring process toward sustainability, transparency, and higher value creation, amid continued uncertainties in the global economic and trade environment. Prolonged inflation in major economies, the rising trend of trade protectionism, and increasingly stringent requirements related to environmental standards, traceability, and social responsibility have posed significant challenges to seafood production and exports. Nevertheless, overcoming these pressures, Vietnam’s seafood sector has gradually demonstrated its adaptability, maintained growth momentum, and laid an important foundation for the next stage of development.
(seafood.vasep.com.vn) Amid the increasingly evident impacts of drought and saltwater intrusion, the shrimp-rice production model in Ca Mau province continues to prove itself as a viable direction, contributing to higher farmer incomes, improved soil conditions and the promotion of ecological and sustainable agricultural development.
(seafood.vasep.com.vn) The management of fishing vessels, monitoring of fishing activities, and handling of violations in the fisheries sector in Lam Dong province have continued to be implemented in a synchronized and stringent manner, contributing to raising awareness of legal compliance among fishermen and aiming to end illegal, unreported and unregulated (IUU) fishing.
(seafood.vasep.com.vn) Can Tho’s fishery industry sustained steady growth in 2025 with total aquatic and marine output reaching nearly 783,000 tons, fulfilling 100% of the annual target. Aquaculture, capture fisheries and fishing fleet management were further strengthened, aiming for sustainable development in the coming years.
(seafood.vasep.com.vn) In 2025, Vietnam’s pangasius export turnover reached nearly USD 2.2 billion, up 8% year-on-year. This result indicates that pangasius exports maintained their growth momentum despite significant volatility in the global market environment. In December 2025, pangasius export value reached USD 200 million, up 10% compared to December 2024. This solid performance in the final month of the year reflects increased import demand for consumption and inventory replenishment in key markets.
(seafood.vasep.com.vn) In 2025, Vietnam’s tuna exports to Spain experienced significant fluctuations. According to Vietnam Customs, during the first 11 months of 2025, export turnover for the first 11 months of the year edged up by 0.3% year-on-year, reaching nearly $15 million.
(seafood.vasep.com.vn) Deputy Prime Minister Bui Thanh Son has signed Decision No. 16/QD-TTg, dated January 5, 2026, approving the implementation plan for the Vietnam-Israel Free Trade Agreement (VIFTA). Under the plan, in the coming period, ministries, ministerial-level agencies, government-affiliated entities and People’s Committees of provinces and centrally-run cities must institutionalize and execute tasks focused on the dissemination of information regarding VIFTA and the Israeli market; legislative and institutional development, as well as enhancing competitiveness and human resource growth...
(seafood.vasep.com.vn) Beyond achieving double-digit growth, Vietnam’s fish cake and surimi exports are showing a notable year-end "inflection point": the EU his accelerating with nearly twofold growth, China & Hong Kong are rising sharply, while the largest market, South Korea, signaled a slowdown in November. According to Vietnam Customs data, export turnover of fish cake and surimi reached $327 million in the first 11 months of 2025, up 22% year-on-year; November 2025 alone accounted for $35 million, marking a 5% increase. This serves as a critical foundation for exporters to reassess market structures and competitive intensity while finalizing order strategies for 2026.
(seafood.vasep.com.vn) Ca Mau, widely regarded as the nation’s “shrimp capital”, continued its strong performance in 2025 as shrimp output reached nearly 600,000 tons, maintaining its position as Vietnam’s leading shrimp-producing locality.
(seafood.vasep.com.vn) On December 29, 2025, at the 2025 Pangasius Industry Review Conference held in Can Tho City, the Vietnam Pangasius Association announced that fingerling prices have surged to record levels due to acute supply shortages.
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