Sustainable fishing: 78 per cent of Italians want more information about the product

When standing in front of the shelves buying seafood, consumers look for clear, certified information and are inevitably concerned about the health of the oceans. This concern is accompanied by fears for the future of fish stocks. This is partly because 51 per cent believe that the products they buy today may not be available in 20 years’ time. This is the key finding from research into fish consumers in Italia, carried out in collaboration with GlobeScan and published by the non-profit organisation MSC (Marine Stewardship Council), released to mark Sustainable Fisheries Weeks (12–25 October), the national campaign promoted by the MSC to encourage consumers to recognise and choose MSC-certified fish products.

Among the perceived threats to the oceans, pollution remains the top concern for 55 per cent of people (down from 67 per cent in 2022), and concern about overfishing is growing, cited by 44 per cent of fish consumers, compared with 38 per cent in 2022. At the same time, there remains a strong belief that individual choices can contribute to change: 74 per cent believe that the decisions they make when consuming fish can make a difference to the health of the oceans.

Another key finding of the research is the ‘growing need for clarity’. 82 per cent of respondents want to know more about the sustainability of the fish they buy, whilst 78 per cent want to know whether the product can be traced back to a sustainable, known and reliable source. 77 per cent of consumers believe that sustainability claims made by supermarkets and brands should be certified by an independent organisation.

‘The entry into force of EmpCo (the Greenwashing Directive, ed.) marks an important milestone: sustainability can no longer be communicated through a generic statement, but must be backed up by clear, verifiable and certified information. The MSC programme complies with these principles: it is open to all, is based on a scientific standard, is developed in consultation with stakeholders, involves independent third-party audits, a traceability system throughout the supply chain and clear rules for non-compliance,” emphasises Paola Guglielmo, Head of Corporate Relations for MSC in Italia . “At a time when consumers and institutions are demanding greater clarity and independent guarantees, the blue MSC label offers a simple way to recognise certified seafood products.”

The Sustainable Fishing Weeks, now in their sixth year, are a major annual event dedicated to the responsible consumption of fish and seafood. The MSC blue label identifies fish products sourced from fisheries certified to the MSC standard, which is based on three fundamental principles: the health of fish stocks, the reduction of impact on marine ecosystems, and effective and responsible fisheries management.