Awareness in Canada – another data point left out of the MSC's original news release – also dropped, from 22 percent in 2010 to 19 percent in 2012.
So what happened in North America? After all, awareness was on the rise in the United States in 2010, having jumped from 9 percent in 2008 to 23 percent that year, according to the MSC's calculations.
“What I think we’re seeing is a little bit of settling – it was a huge jump to 23 percent (in 2010),” Simon Edwards, global marketing director for the MSC, told IntraFish. “The BP oil spill had just happened, and perhaps people were aware of environmental issues. I think what’s great to see is that it has not dropped back down.”
The MSC has had some notable success in the United States and Canada, he said.
“Loblaw, Whole Foods, Target have done campaigns,” Edwards said. “So we’re starting to get very palpable support there as well.”
Loblaw, Canada’s largest retailer, posted sales of $30.6 billion (€24.8 billion) in 2012 and ranks 6th on the list of North American food retailers in terms of sales, but it has no US locations.
In the United States, the MSC’s campaigns have yet to reach a significant segment of the population, considering Target did not make the list of top 75 retailers in the United States in 2011, and Whole Foods ranked 19th, with sales of $9 billion (€ billion), that year. That is a small piece of the US supermarket pie when considering the top retailer – Wal-Mart – made $311 billion (€252 billion). Kroger is second at $81.1 billion (€65.7 billion), and Costco is third at $77.9 billion (€63.1 billion). Even Safeway, the fourth highest grossing retailer, has sales that are over four times those of Whole Foods.
Yet there are signs of future promise for the MSC in the United States, said Edwards. Ivy League (IL) universities – which house tomorrow’s thought leaders – have taken an interest. Recently, the IL's Cornell University became MSC certified. If the MSC decides to take on further outreach efforts with universities, there could be more.
“We have the manpower and resources to go out and talk to groups like Sodexo, who then have universities on their portfolios,” Edwards said.
Yet overall numbers show the MSC's lack of progress on increasing eco-label awareness in the United States is far from a larger global trend. The nation lagged far behind other western countries over the past two years.
Awareness of the eco-label shot from 36 percent to 55 percent in Germany and from 18 percent to 31 percent in the United Kingdom, the MSC said. And in both Sweden and the Netherlands, awareness has increased 10 percent in just a year’s time, to 38 percent and 44 percent respectively.
What explains the data disparity? Edwards lists several factors – a recent increase in MSC products in European countries over the past few years is a major reason. For instance, there has been a 53 percent increase in the number of MSC products available in Germany over the past 12 months, he said.
Consumer awareness of environmental issues is another advantage in Europe. Environmental issues are part of public conversations. Not only are there entire political parties dedicated to environmental issues in European nations, attracting media coverage, there are television shows dedicated to them, such as the British television series River Cottage, hosted by food campaigner, chef and author Hugh Fearnley-Whittingstall.
“These are areas where environmental issues are part of the political agenda,” Edwards said. "The support for eco-labels has been high for a long time. They’re much, much more mature markets.”
The MSC's data is based on surveys of 600 people in each country, conducted by AMR Marketing Research. The sample size allows for a confidence level of 95 percent with a margin of error of plus or minus 4 percent. The survey -- which focuses only on consumers who buy seafood at least once every two months -- is conducted every two years.
On July 22, 2026, the Government issued Decree No. 292/2026/ND-CP detailing certain articles and providing measures for the organization and implementation of the Law on Foreign Trade Management. The Decree takes effect on September 5, 2026, replacing Decree No. 69/2018/ND-CP.
(vasep.com.vn) Vietnamese pangasius producer Vinh Hoan has won the top prize at the 2026 Seafood Excellence Asia Awards for its Cured Panga Croquette, highlighting the growing potential of value-added pangasius products in international markets.
(vasep.com.vn) The Global Shrimp Forum (GSF) 2026 is taking place from September 1–3 in Utrecht, the Netherlands, bringing together around 585 delegates from 40 countries, representing approximately 300 companies and organizations across the shrimp supply chain. Representatives from VASEP are attending the event as part of the Vietnamese delegation, strengthening connections with partners across the global shrimp industry.
(vasep.com.vn) At the international B2B seminar (Hosted Buyer Program) held as part of Vietfish 2026, Mr. Nguyen Hoang Pham, Sales Director of Tai Kim Anh Seafood Processing Joint Stock Company, delivered a presentation entitled “Vietnam’s Shrimp Industry: Changing for Sustainability.” From the perspective of a seafood processor, the presentation highlighted that Vietnam’s shrimp industry continues to play a leading role in seafood exports, but is entering a new phase of competition in which change is no longer an option, but a prerequisite for growth.
(seafood.vasep.com.vn) VIETFISH 2026 may have concluded after three dynamic days in Ho Chi Minh City, but conversations around the exhibition continue to resonate across international trade media, industry organizations, and the social media channels of participating companies.
(seafood.vasep.com.vn) Vietnam’s tilapia industry is maintaining strong growth momentum, with significant room for further expansion in the coming years. In 2025, total tilapia production reached approximately 420,000 tonnes, up 33% from 2024 and 2.2 times higher than in 2015. During 2015–2025, production grew at an average annual rate of around 8.4%. As production and exports continue to expand, food safety control is receiving increasing attention to ensure product quality, meet the increasingly stringent requirements of international markets, and provide a foundation for the sustainable development of Vietnam’s tilapia industry.
(seafood.vasep.com.vn) On the afternoon of August 19, 2026, as part of the Vietnam International Seafood Exhibition – Vietfish 2026, the Hosted Buyer Program continued with the seminar “Vietnam Seafood Outlook 2026–2027: A Strategic Sourcing Destination,” followed by 1-to-1 B2B meetings between international buyers and Vietnamese seafood businesses.
(seafood.vasep.com.vn) Speaking at the Opening Ceremony of VIETFISH 2026 on August 19 at the Saigon Exhibition and Convention Center (SECC), U.S. Consul General Melissa Brown highlighted the important role of the exhibition in connecting Vietnam’s growing seafood industry with buyers, suppliers, and partners from the United States and around the world.
(vasep.com.vn) Tomorrow, August 19, 2026, the Vietnam International Seafood Exhibition – Vietfish 2026 will officially open at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City. Taking place over three days, from August 19–21, Vietfish 2026 promises to provide a dynamic platform for business networking, trend updates, product experiences and comprehensive cooperation across the domestic and international seafood community.
(vasep.com.vn) The global tilapia market continues to grow, creating significant opportunities for countries with strengths in aquaculture, processing, and exports. Against this backdrop, Vietnam’s tilapia industry is gradually developing toward higher quality, greater product diversification, and broader market reach. At Vietfish 2026, the Vietnam Association of Seafood Exporters and Producers (VASEP), together with the VASEP Tilapia Producers and Exporters Club, will host a joint booth to promote the image and potential of Vietnamese tilapia to domestic and international buyers.
VASEP - HIỆP HỘI CHẾ BIẾN VÀ XUẤT KHẨU THỦY SẢN VIỆT NAM
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