Rupert Howes, CEO of the MSC, told attendees of its annual update at Seafood Expo Global in Brussels, Belgium, that the future of the seas is garnering attention at the highest levels.
“It’s so clear that the oceans and seafood sustainability is going up everyone’s agenda, and increasingly the political agenda,” he said, as the 13.1 percent price premium on MSC-labeled products will attest.
There are now 15,503 consumer-facing products in 100 countries bearing the MSC label, worth about $4.5 billion and representing 510,000 metric tons of product, or 10.5 percent of global fishery production.
Nowhere is the price premium for MSC-labeled product more noticeable than in Europe. Nicolas Guichoux, global commercial director for MSC, called Germany a “powerhouse” ambassador for the brand, as more than 5,700 products are sold in German retail outlets and restaurants. In fact, according to its own research, Germany was the only country in 2012 to have more than 50 percent of seafood consumers recognizing the label, well above the global average.
The Netherlands, Sweden, United Kingdom, United States, France and Austria are the other leading markets for the MSC.
Guichoux also recognized two retailers for their commitment to the brand. Carrefour this year committed to doubling the number of certified products it offers, to a total of 50, while Waitrose pledged to have 100 percent commitment to the label by 2016. The retailer also reported a 40 percent increase in sales of skipjack tuna since adding the MSC eco-label.
The power of the label is not only measured in sales, said Guichoux, pointing out that Vietnam’s Ben Tre clam fishery has seen a tremendous economic boost as a result of certification. Harvesters there have witnessed a 400 percent increase in income since earning certification.
“Together, we’re making a global impact, with positive environmental and economic impacts and a positive image for the fishing sector,” said Guichoux.
(seafood.vasep.com.vn) After a fairly strong upward trend in 2025, Vietnam’s clam exports entered 2026 with a mixed picture: strong growth at the beginning of the year, followed by a slowdown from March onward. According to Vietnam Customs data, Vietnam’s clam export turnover in the first four months of 2026 reached more than USD 38 million, up 2% compared to the same period in 2025.
(seafood.vasep.com.vn) Vietnam’s pangasius industry is facing new opportunities to expand its development space as many localities and businesses begin promoting marine farming models aimed at diversifying farming areas and adapting to climate change. However, for pangasius to truly “go offshore” and develop into a large-scale industry segment, significant challenges related to technology, broodstock, and markets still need to be addressed.
(seafood.vasep.com.vn) Vietnam’s tilapia exports in April 2026 reached USD 11 million, up 92% compared to the same period in 2025. This strong growth indicates that Vietnamese tilapia products are continuing to penetrate and expand rapidly in international markets. Cumulative export turnover in the first four months of 2026 reached USD 49 million, up 151% year-on-year.
(seafood.vasep.com) At VietShrimp Asia 2026, disease management trends in shrimp farming are shifting strongly from treatment-based approaches toward proactive prevention through environmental and pond ecosystem control.
(vasep.com.vn) After a period of strong growth, with export turnover reaching USD 38 million in Q1/2026 — up 174% year-on-year — the sector’s rapid expansion clearly reflects growing market opportunities.
(vasep.com.vn) In the first quarter of 2026, Vietnam’s pangasius exports to the ASEAN bloc reached USD 44 million, up 7% compared to the same period in 2025. After falling to the lowest level of the quarter at USD 9 million in February — reflecting the seasonal slowdown in orders after the festive period — exports recovered strongly to USD 18 million in March, the highest monthly value of the quarter. This development shows that import demand for pangasius in ASEAN remains relatively stable despite short-term fluctuations.
(seafood.vasep.com.vn) On May 11, 2026, the US National Oceanic and Atmospheric Administration (NOAA) announced a positive comparability finding for Vietnam’s swimming crab fisheries, along with those of Indonesia and Sri Lanka, under the Marine Mammal Protection Act (MMPA). With this decision, seafood and seafood products harvested from Vietnam’s swimming crab fisheries will continue to be eligible for import into the US market.
(seafood.vasep.com.vn) After a slowdown in 2025, Vietnam’s tuna exports to Germany showed more positive signs in the first quarter of 2026. However, the recovery remains uncertain as consumer demand in Germany is still cautious, while market competition is increasingly driven by pricing and supply stability.
(seafood.vasep.com.vn) After a sharp decline in 2025, Vietnam’s tuna exports to Israel are showing positive signs of recovery in the early months of 2026. According to Vietnam Customs data, export turnover to this market grew steadily month by month in Q1/2026, reaching nearly USD 10 million, up 33% compared to the same period in 2025. However, compared to Q1/2024, this level remains significantly lower, indicating that the recovery is still in its early stage following last year’s strong adjustment.
(seafood.vasep.com.vn) Entering 2026, the U.S. whitefish market has shown complex developments as global cod supply continues to tighten, while the U.S. trade environment becomes less stable. In this context, the U.S. market has had to become more flexible in sourcing alternative whitefish. However, relying heavily on Alaska pollock is not a long-term solution, as it is a strictly managed fishery with quotas and sustainability regulations, limiting any rapid increase in output to offset cod shortages.
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