Industry sources are reported to have radically scaled back the planned work as it has failed to increase sales as expected. The USD 20 million has already been spent on expensive television, newspaper and magazine advertisements.
The advertising campaign exposes the huge contradiction at the heart of some of the tuna industry’s biggest players, who like to talk about sustainability but instead of delivering change spend huge amounts of money advertising products that are caught using destructive and wasteful fishing methods.
Greenpeace is running an international campaign to encourage major tuna brands and retailers to sell sustainable tuna and to phase out the use of highly destructive Fish Aggregating Devices (FADs) used in purse seine fisheries. In the US, Greenpeace is working to change leading brand Chicken of the Sea because they continue to sell tuna caught in purse seine FAD fisheries and poorly regulated longline fisheries, both of which waste an array of marine life other than tuna including endangered sharks and turtles. Chicken of the Sea is one of the main sponsors of the failed advertising campaign. Scrap the ads, invest in sustainability!
Why doesn’t the US tuna industry instead spend money improving its fishing operations and supporting responsible fisheries? Putting proper sustainability measures in place makes good business sense for the long term because it means safeguarding future supplies, in contrast to the NFI’s bad advice of spending money to drive up short-term profits.
USD 20 million has already been wasted, but USD 40 million of the originally earmarked budget remains. If the industry is serious about its environmental credentials, it should put its money where its mouth is and spend the money to change its fishing practices to make them less harmful to our oceans. In March, Italian tuna brand Mareblu became the latest tuna company to change its ways by committing to phase out destructive FADs. Momentum is growing to transform the tuna industry. Who will be next? The world needs tuna for tomorrow, not slick ads from companies that are lagging behind visionary competitors.
(seafood.vasep.com.vn) The year 2025 marks the 30th anniversary of the normalization of diplomatic relations between Vietnam and the United States (1995–2025). In parallel with the nation's progress in international economic integration, bilateral seafood trade has followed a remarkably impressive growth trajectory, expanding from an initial scale of just tens of millions of US dollars to nearly $2 billion annually. This growth has positioned the United States as Vietnam’s largest seafood export market for many consecutive years.
(seafood.vasep.com.vn) On December 12, 2025, the Vietnam Association of Seafood Processing and Export (VASEP) issued document 231/CV-VASEP regarding strengthening measures to combat IUU fishing and working with the Government to lift the EC's IUU yellow card warning.
(seafood.vasep.com.vn) Tilapia is easy to farm and provides high economic and nutritional value, making it a sought-after export commodity in many countries.
(seafood.vasep.com.vn) Vietnam’s seafood exports in the first 10 months of 2025 recorded significant progress, reaching more than USD 9.5 billion, up 15% year-on-year. This result reflects the sector’s persistent efforts amid a highly volatile market, especially policy shocks from the US Although signs of slowdown emerged in the third quarter due to countervailing taxes, key product groups still maintained strong momentum and created a foundation for full-year exports to reach USD 11 billion.
(seafood.vasep.com.vn) Vietnam’s agreement with the United States on a framework for reciprocal, fair, and balanced trade—reached during the 2025 ASEAN Summit in Malaysia—has generated strong optimism for Vietnamese exports, including tuna. Numerous positive points in the joint statement have raised high expectations for Vietnamese export goods, but turning these expectations into tangible benefits remains a long and challenging journey.
(seafood.vasep.com.vn) At the conference on “Linking the Production and Consumption Chain of Ca Mau Crab 2025,” Vice Chairman of the Ca Mau Provincial People’s Committee Lê Văn Sử posed a central question: how to shift the province’s crab exports toward official trade channels, instead of relying heavily on small-scale border trade with China as currently practiced.
(seafood.vasep.com.vn) The whitefish market in Japan is showing a clear divergence among supplying countries, in which Vietnam continues to affirm its role as a stable and high-potential exporter. Vietnam currently ranks third after the US and Russia in whitefish export value to Japan. Thanks to tariff incentives and the ability to meet Japan’s strict standards, Vietnamese pangasius continues to record a stable and positive growth trend.
(seafood.vasep.com.vn) The People's Committee of Ca Mau Province has just issued a plan to expand the super-intensive, low-water-exchange, biosecure white-leg shrimp farming model (RAS-IMTA) for whiteleg shrimp farming to a scale of 1,500 hectares, aiming to develop high-tech, sustainable and environmentally friendly shrimp farming.
(seafood.vasep.com.vn) Sa Giang Import-Export Joint Stock Company (HNX: SGC) plans to issue over 7.1 million shares to raise nearly 465 Billion VND for Hoan Ngoc M&A Deal.
(seafood.vasep.com.vn) According to Rabobank, global tilapia production is forecast to exceed 7 million tons in 2025, driven by a strong recovery in major producing countries including China, Indonesia, Egypt, Bangladesh and Vietnam. Among them, Vietnam is emerging as a potential tilapia supplier in the global supply chain, capitalizing on market fluctuations to expand production and exports.
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
Đơn vị vận hành trang tin điện tử: Trung tâm VASEP.PRO
Trưởng Ban Biên tập: Bà Phùng Thị Kim Thu
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