It is imperative eco labels for fish add value

It seems every country has an ambition for an eco label as a result of the perception that consumers needs more information. In reality, there is no real clear definition of what an eco label covers. Indeed, the EU’s own study recognised that most consumers did not understand the mandatory EU label for organic food, and research has shown that many consumers continue to wrongly associate labels with unrelated attributes, eg Fairtrade with ‘quality’.

In terms of seafood, we are keen to mitigate the potential confusion and the burden on an industry already saturated with varying legal requirements around labelling.

Surely the proposed extension of the eco label to food, feed and drink, adds an unnecessary layer of complexity to the issue? Our research shows that consumers tend to trust retailers. This is why many brands pay attention to this issue. We need to ensure that any scheme adds value. If retailers are seen to ‘get it wrong’ they run the risk of losing the trust of consumers.

Jon Harman, operations director, Seafish