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

In the 5th year of ASC’s national campaign, new research reveals a shift in consumer thinking

Aquaculture Stewardship Council (ASC), the world’s leading certification and labeling program for certified 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 about half of North American 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:

• Only 52% of U.S. and 49% of Canadian seafood consumers recognize seafood certification labels on products.
• Less than half of North American respondents in (48% U.S. and 43% Canada) 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 North American consumers.
• Campaign recognition and sustainability message recall were highest in North America, demonstrating growing awareness reflected by ASC’s consumer education and national marketing efforts.

“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 shoppers and diners to certified farmed seafood at every step of the value chain: from farm to store to kitchen.

From the Farm: Experiencing Certified Seafood Firsthand

In April, ASC partnered with Riverence Provisions to host a farm tour for media, influencers and industry stakeholders, providing a firsthand look at the strict practices behind ASC-certified and labeled seafood. Attendees explored Riverence’s brood facilities and fish farming operations to learn about fish welfare, water stewardship, traceability and the innovations that shaping the future of certified seafood production. Also on the tour was Barton Seaver – chef, educator, seafood advocate and co-author of the Blue Food Cookbook.

“Seafood, and especially farmed seafood, can be a real mystery to many. As chefs we have an opportunity – and a responsibility – to help Americans better understand where their seafood comes from,” said Seaver. “Responsibly farmed seafood plays an essential role in feeding our growing population and creates jobs and economic opportunity through new food systems. It’s also a delicious, nutritious and meaningful addition to our plates that sparks joy. The more we can educate the public on the value and virtue of farmed seafood done right, and how organizations like ASC are driving change, the more deftly we can navigate our seafood choices – for healthier people and a healthier planet.”

Chef Barton Seaver cooks ASC-certified Riverence trout

Media and influencers get a hands-on look at ASC-certified trout farming in Idaho

Through the Kitchen: Chefs and Culinary Leaders Discuss the Future of Seafood

ASC is actively engaging chefs, farmers, distributors and foodservice professionals in activities and conversations about the role seafood farming plays in the future of our food systems.

Earlier this year, ASC participated in the Oyster Educators Summit in Seattle, bringing together shellfish leaders from across the industry to explore the world of sustainably grown oysters. A highlight of the event included a night tide experience hosted by Taylor Shellfish Farms, where attendees donning headlamps and shucking knives dove into Washington’s winter oystering rituals to gain a deeper understanding of oyster farming practices and their connection to coastal communities.

The conversation continued at the 20th Annual Terroir Symposium in Calgary this May, where ASC joined chefs, culinary educators, farmers and foodservice leaders from Canada and around the world to celebrate “The Joy of Food” during culinary exhibitions across the city, including at the Wilder Institute’s Calgary Zoo, the Calgary Opera and the Calgary Public Library.

The interactive multi-day symposium highlighted ASC-certified farmed seafood dishes and partners, curated by celebrated area chefs with a menu of:

• Taylor Shellfish Geoduck Clam Carpaccio by Chef May Ng of Satsuki
• Blue Ocean Mariculture Hawaiian Kanpachi Sashimi by Chef Satoru Kogo of 5 Senses
• High Liner Basa Crudo by Chef Sam Badgley of Milpa
• High Liner Shrimp and Noble Bison Wonton Crisps by Chef Matthias Fong of Foxtrot
• High Liner Prawn Pandesan Roll by Chef Leroy Borrega of the Wilde

“We strongly believe in ASC’s work to protect the future of our seafood supply chains and advance certified aquaculture,” said Arlene Stein, Founder, Terroir Symposium. “Their commitment to advocacy and education within the hospitality industry is essential—helping chefs and food leaders make more informed choices and become part of building a more sustainable food system.”

Chef May Ng’s Taylor Shellfish Geoduck Carpaccio

Chef Sam Badgley’s High Liner Basa Crudo

 

To the Store: Retail Partnerships Help Shoppers Identify the Right Farmed Seafood

With roughly half of North American consumers still unfamiliar with seafood certification labels, ASC is bringing these conversations directly to shoppers through retail partnerships that make certified farmed seafood easier to discover, understand and trust.

In June, ASC partnered with New Seasons Market to celebrate World Ocean Month across the Pacific Northwest through a campaign that spanned all 22 store locations. The promotion featured ASC-labeled seafood products, including Riverence Provisions trout, Kvarøy Arctic salmon, Ultra Natural shrimp and Cole’s Seafood tinned smoked salmon, alongside educational materials emphasizing the role that ASC-certified seafood plays in supporting healthy oceans and communities.

The campaign launched with an in-store activation featuring seafood tastings, giveaways and information about what to look for when shopping for seafood, supported by digital amplification on social media from popular content creator @cookingwithrel.

“At New Seasons Market, we’re committed to doing business in a way that benefits the planet and our community. That means giving our customers confidence not only in the quality of the seafood they buy, but also in where it comes from and how it’s produced,” said Athena Petty, Senior Manager of Sustainability, New Seasons Market. “Collaborating with the Aquaculture Stewardship Council and showcasing their label on our products helps us make it easier for shoppers to confidently choose farmed seafood that’s been third-party certified, backed by rigorous standards, to support a more sustainable food system.”

To highlight ASC’s local partnerships with both New Seasons Market and ASC-certified restaurant group Bamboo Sushi, the organization hosted a Portland-Based preview tasting featuring a menu curated by Bamboo Sushi chefs starring ASC-labeled:

• Blue Ocean Mariculture Hawaiian Kanpachi with Tomato Water, Pickled Strawberry, Basil and Olive Oil
• Kvaroy Arctic Cumin Crusted Salmon with Mango Jalapeño Relish and Aji Verde
• Riverence Trout Ceviche with Fresno Chile, Passion Fruit Aji Amarillo and Taro

ASC will build on this momentum during the second half of 2026. As the organization celebrates its fifth “National Seafood Month” in North America this fall, it is preparing for several marquee activations, including a monthlong August seafood promotion with Erewhon Markets and participation throughout September’s Climate Week NYC. Together, these initiatives will continue expanding awareness of certified seafood and the ASC sustainability label, while strengthening consumer confidence to drive real change in our food systems.