ASC seeks to raise its profile with biggest-ever push in North America 

The Aquaculture Stewardship Council (ASC) is carrying out its largest North American marketing campaign to date as it seeks to connect more shoppers and diners to respondsibly farmed seafood.

Its actions are informed by the ASC’s largest-ever consumer study, surveying nearly 15,000 consumers across 14 countries, which found that independent certification programmes are the most trusted source of seafood sustainability information globally, ranking ahead of environmental organisations, seafood brands, and retailers.

Yet the survey also showed that only 52% of US seafood consumers are familiar with seafood certification labels, and only 48% of respondents in the US confirmed that they specifically look and ask for fish/seafood that is sustainably sourced.

However, campaign recognition and sustainability message recall were highest in the US, demonstrating growing awareness reflected by ASC's consumer education and national marketing efforts.

Sustainability 'a signal of quality'

“The latest research reveals a shift in consumer thinking,” said Athena Davis, marketing manager for ASC in the US.

“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.”

Farm tour

The ASC’s campaign has included partnering with trout farmer Riverence Provisions in April to host a farm tour for media, influencers and industry stakeholders, providing a firsthand look at the strict practices behind ASC-certified and labelled seafood.

It also participated in the Oyster Educators Summit in Seattle, bringing together shellfish leaders from across the industry to explore the world of sustainably grown oysters. And it took part in the 20th Annual Terroir Symposium in Calgary, Canada, this May, where ASC joined chefs, culinary educators, farmers and foodservice leaders from around the world to celebrate “The Joy of Food” during culinary exhibitions across the city.

World Ocean Month

In June, ASC partnered with New Seasons Market to celebrate World Ocean Month across the Pacific Northwest, and has partnered with ASC-certified restaurant group Bamboo Sushi to host a preview tasting featuring a menu curated by Bamboo Sushi chefs and featuring ASC-labelled kanpachi, salmon, and trout.

ASC said it will build on the momentum it the second half of 2026, including a month-long August seafood promotion with Erewhon Markets and participation throughout September’s Climate Week NYC.

“Together, these initiatives will continue expanding awareness of responsibly farmed seafood and the ASC sustainability label, while strengthening consumer confidence to drive real change in our food systems,” stated the certification body.