#United States #Global Seafood Alliance #Consumer Trust #BAP Label #Portsmouth, N.H.

Growing Trust in the BAP Label Among Seafood Consumers

Recent research by GlobeScan for the Global Seafood Alliance (GSA) indicates a significant shift in consumer attitudes towards seafood certification labels, especially the Best Aquaculture Practices (BAP) label. A minimum of 1,000 consumers from five major countries—Canada, France, Spain, the United Kingdom, and the United States—were surveyed to gauge their purchasing preferences and trust in seafood certifications.

Survey Insights

The findings reveal that taste, safety, health, and price are paramount considerations for seafood consumers worldwide. Notably, almost half of those surveyed emphasized the importance of sourcing seafood from safe and responsible practices. Over 53% indicated a preference to avoid farmed fish from companies with questionable practices. These statistics signal a growing concern among consumers regarding the ethical implications of seafood sourcing, paving the way for responsible consumer choices.

As Gayle Chong, a principal at GlobeScan, expressed, “It’s encouraging to see consumers recognizing the value of responsible seafood. Credible certification plays a vital role in guiding purchasing decisions and sends a powerful signal to the industry that integrity matters.”

The survey displayed that over 40% of consumers intentionally opted for eco-labeled seafood products. This trend underscores the necessity of transparency in the seafood supply chain and the importance of certifications like BAP in influencing consumer buying patterns. Impressively, two-thirds of the respondents trust the BAP label significantly, with Spanish consumers demonstrating the highest trust level. This confidence is crucial as more than half cited the BAP certification as influential in their seafood purchasing decisions.

Trustworthy Information Sources

In the context of sourcing trustworthy information about responsible seafood, consumers expressed a preference for insights from various stakeholders, including fishers, fishmongers, certification organizations, scientists, and chefs. This highlights the essential role these figures play in the seafood supply chain and their influence on consumer choices.

Interestingly, the preferred communication channel to deliver responsible seafood messaging appears to be product packaging. Thus, effective marketing can directly affect consumer engagement and purchasing behavior in the seafood industry.

Upcoming Campaign for 2026

Leveraging the insights gathered from this survey, the GSA is gearing up to launch its new consumer-focused marketing campaign in 2026, aptly titled “Seafood You Can Trust.” This campaign tagline emerged as one of the favorites among consumers across all surveyed countries, illustrating the straightforward yet impactful message they resonate with.

Elise Avallon, marketing director of GSA, expressed enthusiasm for collaborating with retail and food service partners to bring the campaign to life. She emphasized, “We look forward to working with retail and food service partners, as well as BAP-certified producers?” The ongoing commitment to responsible sourcing through transparent labeling initiatives will be pivotal as the seafood sector navigates changing consumer demands and behaviors.

Conclusion

With consumer trust in the BAP label on the rise, the upcoming 2026 campaign has the potential to further bolster responsible sourcing in the seafood industry. Balancing consumer preferences and industry practices remains vital as we work toward a more sustainable future in seafood production. The efforts of organizations like GSA and the continued dialogue about responsible sourcing will shape a healthier and more transparent seafood market worldwide.