Looking to Boost Sustainable Seafood Sales? Here’s Your Marketing Challenge

Sustainable seafood is a hot topic among shoppers, presenting a significant opportunity—and a complex challenge—for retailers aiming to engage eco-conscious consumers. According to the Power of Seafood 2023 report from the Arlington, Va.-based FMI, 47% of seafood shoppers consider their store’s commitment to sustainable or environmentally responsible seafood to be a primary (14%) or very important (33%) factor in their purchase decisions.

However, consumer confusion about what defines sustainability complicates efforts to boost sales. Kristen Stevens, senior marketing manager at the Marine Stewardship Council (MSC), notes that “sustainability” has become a marketing buzzword, often misused or misunderstood. Definitions vary, covering aspects like local sourcing, ethical practices, organic certification, and minimal environmental impact.

Seafood Watch, operated by the Monterey Bay Aquarium, emphasizes sustainability as minimizing environmental harm, ensuring fair working conditions, and supporting economic benefits across the supply chain. Its three-color system helps consumers gauge sustainability:

• Green: Best choice, responsibly managed.
• Orange: Good alternative, with concerns.
• Red: Avoid, due to overfishing or harmful practices.

Similarly, MSC’s blue fish certification assures consumers that seafood comes from sustainable stocks with minimal ecological impact.

To capture the attention of sustainability-minded shoppers, clear labeling is essential. “Include details about the species, region, fishing methods, and certifications,” advises Cory Nash, outreach manager for Seafood Watch. QR codes or online links that explain certifications can further educate consumers.

Retailers should also leverage e-commerce platforms, where shoppers spend more time and shop with greater intention. “Sustainability messaging can have a greater impact online,” Stevens notes, as digital tools allow for expanded storytelling and transparency.

Employee training programs on sustainability practices and certifications can empower staff to communicate effectively with customers. Transparency in defining sustainability and tracking seafood origins is also critical, though supply chain complexities can pose challenges.

Despite these obstacles, addressing sustainability effectively can boost customer trust and loyalty. The Power of Seafood 2023 report highlights that while not all consumers prioritize sustainability, those who do expect retailers to meet their needs and clarify the often-murky waters of seafood sustainability.