Aquaculture Certification - SEAFOOD Ecolabelling: Principles and Practice - page 106

Chapter 5
Aquaculture Certification

Daniel Lee

5.1 Introduction

Unlike price and other easily observable product characteristics, the environmental
attributes of seafood products are often impossible for individual consumers to
assess and they are left in the dark when it comes to making environmentally friendly
choices (Wessells et al. 1999). Seafood certification and ecolabelling schemes aim to
rectify this problem by providing reliable, independent information to shoppers and
diners and to create a virtuous link between the environmentally aware consumer
and the responsible producer (Wessells et al . 2001, Phillips et al. 2003, FAO/NACA
2007). However, it should be noted that the desire to achieve this worthy outcome
is not the only driving force behind the development of certification schemes.
Aquaculturists are becoming increasingly aware that it is in their own best interests
to adopt sustainable practices to reduce problems with pollution and disease, and
to gain recognition for their efforts. Above all, environmental pressure groups have
mounted successful campaigns to draw attention to the negative environmental
consequences of many aquaculture systems. Although the important messages from
these groups have yet to influence all consumers, they have not been lost on the
managers of major retail chains and key players in the food service sector. Many
of these players are ready to take the lead and to push sustainability initiatives even
in situations where the market 'pull' from consumers does not, on its own, provide
enough impetus to create self-sustaining ecolabelling schemes. Unfortunately, this
is necessary because, as Mathew (2004) puts it, there is as yet no clear signal from
the market that the price for ecolabelled fish could more than offset the costs of
certification.
If ecolabelling schemes are to become established, they will also need to be sup-
ported by large-scale promotional campaigns, a consistent presence, visibility in
the market and improvements in consumer education and awareness (Allen 2000,
Bostock et al. 2004). Such schemes will also need to be designed to send clear
signals to fish farmers about rising expectations for environmental performance,
ethical standards and food safety. And ideally, given the importance of interna-
tional trade in seafood products, certification should be based on internationally
recognised standards that can be consistently applied across the world.