From Farm to Table: How ASC is Building Trust in Seafood Across North America

WILMINGTON, N.C. – Aquaculture Stewardship Council (ASC), the world’s leading certification and labeling program for responsibly farmed seafood, is helping more North American consumers make informed choices by building trust across the seafood value chain. Farmed seafood now accounts for over half of all seafood consumed globally, yet new research suggests many shoppers and diners still need help navigating seafood choices.

ASC’s largest-ever consumer study, surveying nearly 15,000 consumers across 14 countries, found that independent certification programs are the most trusted source of seafood sustainability information globally, ranking ahead of environmental organizations, seafood brands and retailers. Yet only 52% of U.S. seafood consumers are familiar with seafood certification labels, highlighting a significant opportunity for education around seafood sourcing.

Key findings from the research, which will be released in full later this year, include:

• Campaign recognition and sustainability message recall were highest in the U.S., demonstrating growing awareness reflected by ASC’s consumer education and national marketing efforts.
• Only 52% of U.S. seafood consumers recognize seafood certification labels on products.
• Less than half of the respondents in the U.S. (48%) claim: I specifically look and ask for fish/seafood that is sustainably sourced.
• Independent certification programs are the most trusted source of seafood sustainability information globally.

ASC is the most recognized and trusted farmed seafood certification label globally and in key local markets, with particularly strong recall and trust among U.S. consumers.

“The latest research reveals a shift in consumer thinking,” said Athena Davis, Marketing Manager, ASC. “Sustainability is no longer just an environmental consideration – increasingly, it’s becoming a signal of the quality, health and confidence shoppers look for when buying seafood. While taste, health and quality remain the primary drivers of seafood purchases, trusted certification helps people identify products that deliver those attributes. The results are clear that the trust and intention are there, but converting those attributes into purchases that make a positive impact is where we must focus. This reinforces our continued effort to build awareness and interest in the value behind the ASC label, especially among those who are eating and leading sustainable seafood.”

ASC is translating these insights into action through its North American marketing campaign – the organization’s largest in history, now in its fifth year. In 2026, ASC’s focus is on connecting American shoppers and diners to responsibly farmed seafood at every step of the value chain: from farm to store to kitchen.

About the Aquaculture Stewardship Council (ASC)

ASC is an independent non-profit organization setting the global standard for responsible farmed seafood. Our comprehensive environmental and social requirements drive continuous improvement in aquaculture practices.

The ASC label on pack represents the diligence behind ASC-certified farms and feed mills – impact-focused and transparent operations delivering measurable and verifiable change. Certified partners meet science-based, rigorous requirements that foster accountability and trust across the seafood value chain, from feed ingredients to farm-to-fork.

ASC is advancing the leading certification program for responsible farmed seafood, partnering to increase demand for ASC-labeled products, and championing innovation through industry collaboration. Learn more at SeaGreenBeGreen.com and follow @asc.usa on Instagram.

About the research

The research was conducted by the independent and awarded market research agency The Conversation Studio on behalf of ASC as part of its biennial global consumer research program. Nearly 15,000 consumers were surveyed across 14 countries to better understand changing attitudes towards seafood purchasing, sustainability and certification.