The company, which also has a branch in Bangkok, Thailand, unveiled its first certified tilapia in August, rolled out under the brand Top Sea at retailers such as Kaufland, EDEKA and Tegut.
ASC-labeled tilapia by Indonesian supplier Regal Springs will follow suit at the end of October, Horn said. The company's hopes are high to launch ASC shrimp within the first six months of 2013.
While retailers are expected to jump on ASC -- especially after the success story of the Marine Stewardship Council (MSC) in Germany -- consumers still need to be educated, said Horn.
"The first ASC product was only launched four weeks ago," he said. "When the products are more visible in the marketplace consumer perception will grow."
Even some retailers still have to be informed about the label, said Horn. "Everyone knows about MSC. However, ASC is a different story."
"If retailers don’t even know about it we can’t expect it from consumers," he said.
In Germany, the marketing machine is now revving up. When a major retailer Kaufland started selling the first certified tilapia, it placed ads across national newspapers to inform consumers about the label.
ASC itself will host a number of press events to introduce more certified products -- the next one on Sept. 20 in Hamburg, Germany. Attending will be again major European retailers and seafood suppliers.
"It's getting picked up quickly,” Tilly Sintnicolaas, spokeswoman at ASC told IntraFish at the beginning of August. "It's taken a long time to get here.”
However, the process is far from over, believes Horn. Lenk Seafood itself focuses on mainstream media to educate consumers.
"Our hopes for ASC are high," he said. "I believe it could turn out to be very profitable for us."
(seafood.vasep.com.vn) Da Nang City has fully implemented all recommendations from the European Commission (EC) regarding the fight against illegal, unreported and unregulated (IUU) fishing, creating an important foundation for the removal of the “yellow card” in the near future.
(seafood.vasep.com.vn) In Hoa Vang district (Da Nang City), red tilapia farming is demonstrating clear economic efficiency, becoming a promising livelihood that helps many households increase their income. A notable example is the model of Mr. Huynh Ngoc Nam, who operates two red tilapia ponds covering more than 4 hectares, generating stable annual income.
(seafood.vasep.com.vn) In Gia Vien district, tilapia farming—particularly the “duong nghiep” strain—is expanding rapidly and gradually becoming an efficient production model for local farmers. Hatcheries in the area are supplying high-quality, uniform, and disease-free fingerlings, meeting the growing demand for commercial farming.
(seafood.vasep.com.vn) On the afternoon of March 19, Vice Chairman of the Ca Mau Provincial People’s Committee, Le Van Su, chaired a meeting to address bottlenecks and propose solutions to expand the super-intensive whiteleg shrimp farming model using low water exchange and high biosecurity standards (RAS-IMTA).
(seafood.vasep.com.vn) On March 10, 2026, the Ho Chi Minh City People’s Committee issued Decision No. 1377/QD-UBND approving the Aquatic Animal Disease Prevention and Control Plan for the 2026–2030 period. The decision takes effect from the date of signing and replaces previous plans for the 2021–2030 period that had been issued prior to the administrative merger in Ba Ria – Vung Tau, Binh Duong, and Ho Chi Minh City.
(vasep.com.vn) In 2025, Chile imported more than USD 156 million worth of tuna, up 8.1% compared to the previous year and the highest level in the past five years. As the supply structure in this market is rapidly shifting, Vietnamese tuna is facing both opportunities to expand market share and increasing competitive pressure from Thailand, Colombia, and China.
(seafood.vasep.com.vn) Vinh Long Province is stepping up efforts to develop brackish water shrimp farming in a sustainable direction, identifying it as a key sector in its agricultural structure. In 2026, the province aims to reach around 71,300 hectares of shrimp farming, with an output of over 314,000 tons.
(seafood.vasep.com.vn) Ha Tinh Province is strengthening control over shrimp seed quality to minimize risks for the 2026 spring–summer farming season.
(seafood.vasep.com.vn) In February 2026, Vietnam’s pangasius exports reached USD 119 million, down slightly 5% year-on-year. However, thanks to strong performance in January, cumulative exports in the first two months of the year still reached USD 331 million, up 28% compared to the same period in 2025. Export activity slowed somewhat in February due to seasonal factors, particularly the Lunar New Year holiday, which disrupted production and shipments at many seafood processing enterprises.
(seafood.vasep.com.vn) Da Nang is accelerating the development of high-tech shrimp farming toward intensive production, disease control, and improved efficiency. Many shrimp farms have invested in automated environmental monitoring systems, continuously tracking indicators such as pH, dissolved oxygen, temperature, and salinity, enabling farmers to promptly adjust pond conditions and reduce disease risks.
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