Demand for certified sustainable seafood in New Zealand supermarkets is on a clear upward trajectory, driven from the top down.
Supermarkets and brands have increasingly anchored their seafood commitments in formal sourcing policies, and those policies have done real work.
When a retailer puts an independent third-party certification like the MSC at the centre of its procurement standards, it creates a pull through the entire supply chain.
“We've seen this play out positively with Foodstuffs and Woolworths New Zealand, both of which have made meaningful progress in stocking MSC-certified products,” said Anne Gabriel, Program Director, Oceania & Singapore, Marine Stewardship Council (MSC).
“That kind of institutional commitment is one of the most powerful levers for change we have. Today, in New Zealand, consumers have choices when shopping for ambient seafood, frozen seafood, pet food, and supplements.”
Gabriel observed products carrying the MSC blue fish tick across key categories such as canned tuna, frozen seafood, and ready meals. Household brand names such as John West, Pams, and Sealord, as well as Mars for pet food, have all helped make certified sustainable seafood more accessible to New Zealand shoppers.
She added that beyond ethics or risk management, retailers have recognised that certified sustainable seafood is also a quality and provenance story that resonates with consumers.
New Zealand shoppers have become sophisticated about where their food comes from, and certification can give them a credible, independently verified answer. Although the trajectory is positive, there's still significant headroom for growth.
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