Last week, Target became the latest U.S. retailer to make a commitment. As one of the country’s largest discount chains, it promised to source 100% of its seafood offerings from a sustainable fishery by the end of 2015, including canned , frozen and fresh tuna.
To date, 63% of Target’s wild seafood meets the MSC standard, and another 24% is being assessed for certification. The standard is widely regarded as a rigorous and robust program – MSC-labeled products can be traced back to a sustainable fishery that has been certified by an independent, third-party.
Target, however, is not a trailblazer in sustainability as the company is following in the footsteps of other U.S. retailers. Back in 2006, Walmart pledged all of its fish products would be certified sustainable against the MSC standard. The giant discounter has since updated its policy to include all seafood species and as of January 2012, 76% of its wild seafood suppliers met the MSC requirements.
Major grocery retailers have also made similar promises. Kroger and Supervalu, for example, both announced they would source 100% of its top 20 wild-caught seafood products from sources that are certified by MSC, in full assessment, or involved in a Fishery Improvement Project with World Wildlife Fund (WWF) by 2015.
The country’s third largest food retailer, and the world’s largest membership wholesale club, has also taken steps to appease consumers. Costco has committed to stop selling wild-caught seafood that is at risk unless it comes from an MSC-certified sustainable fishery.
The concept of sustainability has become embedded and it’s here to stay, says Kerry Coughlin, regional MSC director of North America. Once businesses recognized the limited supply of raw material, they realized it had to be protected, she says.
“They have an obligation to do that both from a perpetuating the business standpoint and they have an obligation to that as global citizens of trade in that natural resource.”
Consumers, as well, are taking notice and growing conscious of their purchases. With awareness increasing, consumers are driving the movement towards a sustainable future.
“They (retailers) know that it’s becoming important to their consumers, and they want to present to their consumers that they’re ahead of that curve,” says Coughlin. Globally, there are 15,487 products that bear the blue-and-white MSC eco-label.
Germany is the leading country with 4,241 MSC-certified products, while the U.S. has 958 sustainable seafood products available.
Earlier this year, the free school skipjack fisheries of the PNA countries received MSC certification. With almost 50% of all skipjack in the world being caught in their waters, MSC supply from this fishery has the best chance of filling the demand in the US and the EU for certified canned tuna. Also the MSC certified US pole and line albacore fisheries are expected to benefit from this trend.
(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.
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