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Consumer Trust in Seafood Labelling Growing

18 March 2016

GLOBAL - More than 99 per cent of Marine Stewardship Council (MSC) ecolabeled products are correctly labeled, according to DNA test results released by the MSC. By comparison, Oceana's nationwide survey in 2013 found one-third (33 per cent) of US seafood samples genetically analyzed were mislabeled.

In 2015, the MSC commissioned the Wildlife DNA Forensics unit at Science and Advice for Scottish Agriculture (SASA) to conduct DNA tests on a random sample of 257 MSC ecolabeled seafood products from 16 countries. The test verifies that the species described on the packaging is the same as that in the product.

Two-thirds (67 per cent) of US seafood consumers say they want to know that their fish can be traced back to a known and trusted source, with 58 per cent saying they look to ecolabels as a trusted source of information.

Globally, 55 per cent doubt that the seafood they consume is what it says on the package. These findings are from the MSC's latest survey of more than 16,000 seafood consumers across 21 countries.

Commenting on the results, Brian Perkins, MSC Regional Director - Americas, said: "The MSC's DNA results prove you can trust that seafood sold with the blue MSC ecolabel really is what the package says it is and can be traced from ocean to plate. Last month, the US government announced proposed rules that would require tracking to combat illegal fishing and fraud. Many businesses are left wondering whether they're selling seafood that was produced legally and sustainably. MSC certification means consumers and businesses can be confident that MSC ecolabeled fish has been caught legally and can be traced back to a sustainable source."

The latest round of DNA testing is the fifth to be commissioned by the MSC. Previous results also showed very little mislabeling of MSC ecolabeled seafood. The MSC's DNA testing program and results are captured in a new report, Ocean to plate: How DNA testing helps to ensure traceable sustainable seafood.

MSC ecolabeled fish is sold and processed by certified organizations operating in more than 38,000 sites in over 100 countries. Fishers, processors, retailers and chefs handling MSC certified seafood must follow strict requirements to ensure that seafood is traceable and correctly labeled. The MSC Chain of Custody Standard is used by leading brands in driving awareness and consumer education on sustainable seafood such as Whole Foods Market, McDonald's and IKEA to ensure the integrity of the products they sell.

Carrie Brownstein, seafood quality standards coordinator for Whole Foods Market said: "Traceability is a critical part of bringing sustainably-caught and responsibly-farmed seafood to Whole Foods Market stores. We have rigorous quality standards and labeling requirements, so tracking our products through the supply chain gives us the assurance that each item comes from sources that truly meet those standards. At the end of the day, traceability helps build customer trust and provides the information people need to make more informed choices."

Susan Forsell, Vice President, Sustainability, McDonald's USA said: "We know our customers care about where their food comes from, which is why McDonald's USA is proud to only serve fish sourced from a Marine Stewardship Council (MSC) certified sustainable fishery. This means that our customers can confidently know that the wild-caught, Alaska Pollock they enjoy on our Filet-O-Fish sandwich can be traced back to sustainably managed fisheries, direct from the pristine waters of Alaska."

 

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