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) Japan continues to be one of Vietnam’s most important and stable shrimp markets. In recent years, shrimp exports to this market have fluctuated in line with Japan’s broader economic and consumption cycles, yet Japan remains a major, high-value destination with stringent standards.
(seafood.vasep.com.vn) In 2025, Vietnam’s tuna exports to Spain increased by 13% compared to 2024. This growth trend has continued into the first two months of 2026. According to Vietnam Customs statistics, export turnover to this market reached nearly USD 3 million in January–February 2026, up 101% year-on-year and significantly higher than the same period in 2024. This development indicates that Spain is once again becoming a notable destination for Vietnamese tuna amid strong demand for tuna raw materials and products in Europe.
(seafood.vasep.com.vn) The 2026 brackish water shrimp farming season in the Mekong Delta has started earlier than usual, mainly driven by positive market signals, as shrimp prices in 2025 remained high and supply was limited. Many enterprises and farms in Cần Thơ, Cà Mau, and Vĩnh Long have proactively stocked early to seize opportunities. By early 2026, stocking areas in many localities had reached a high proportion of planned targets, with intensive and high-tech farming models expanding rapidly.
(vasep.com.vn) Vietnam’s tilapia exports to the United States recorded remarkable growth in 2025, opening up major opportunities while also presenting considerable challenges. The U.S. remains the largest importer of Vietnamese tilapia fillets, with export turnover reaching USD 40 million—an increase of up to 499% compared to 2024. This impressive growth reflects strong demand in the U.S. market, as supply from competing countries such as China has been constrained by tariffs and rising production costs.
(seafood.vasep.com.vn) Pangasius remains a strategic export commodity in Vietnam’s seafood sector. Entering 2026, the industry faces a strong need to transition from volume-based growth to a value-driven development model, with a focus on quality, food safety, and sustainability.
(seafood.vasep.com.vn) Following damage caused by Storm No. 13 in late 2025, brackish water shrimp farming in Gia Lai is being rapidly restored. In key farming areas such as Tuy Phước and Tuy Phước Đông, farmers are focusing on rehabilitating ponds, repairing infrastructure, and treating the environment in preparation for the 2026 crop.
(seafood.vasep.com) Facing the decline in fishery resources, Vietnam is accelerating livelihood transitions for fishermen to reduce fishing pressure and move toward sustainable development. Marine fish stocks have dropped significantly from 4.82 million tons in 2000–2005 to 3.95 million tons in 2016–2020.
(seafood.vasep.com.vn) Vietnam’s shrimp industry is entering a period of strong transformation with the emergence of various high-tech farming models, helping improve productivity and competitiveness. Over the past 5–10 years, farming practices have shifted from traditional methods to intensive and super-intensive systems, featuring lined ponds, environmental sensors, automated feeding, and data management.
(seafood.vasep.com.vn) With a focus on sustainable development, high-tech application, and climate change adaptation, An Giang Province aims to maintain its brackish water shrimp production in 2026 at a level equivalent to the previous year. Specifically, output is projected to reach over 155,510 tons, serving both domestic consumption and export processing, thereby sustaining the fisheries sector’s key role in the local economic structure.
(seafood.vasep.com.vn) In the Mekong Delta, key pangasius farming provinces such as An Giang, Dong Thap, and Can Tho are accelerating the transition toward a circular economy model, contributing to higher product value and reduced environmental impact. Instead of focusing solely on farming and processing, the pangasius value chain is increasingly utilizing by-products and waste streams to generate added value.
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