Global Seafood Trade: Insights in Sustainability Messaging and Claims of the Major Producing and Consuming Regions

Wesley Malcorps, Richard W. Newton, Silvia Maiolo, Mahmoud Eltholth, Changbo Zhu, Wenbo Zhang, Saihong Li, Michael Tlusty and David C. Little
Additional contact information
Wesley Malcorps: Institute of Aquaculture, Faculty of Natural Science, University of Stirling, Stirling FK9 4LA, UK
Richard W. Newton: Institute of Aquaculture, Faculty of Natural Science, University of Stirling, Stirling FK9 4LA, UK
Silvia Maiolo: Perfect Food Consulting srl, Via Raffaello Morghen 5, 10143 Torino, Italy
Mahmoud Eltholth: Global Academy of Agriculture and Food Security, The Royal (Dick) School of Veterinary Studies, Easter Bush Campus, University of Edinburgh, Midlothian EH25 9RG, UK
Changbo Zhu: Key Laboratory of South China Sea Fishery Resources Exploitation & Utilization, South China Sea Fisheries Research Institute, Chinese Academy of Fishery Sciences, Ministry of Agriculture, Guangzhou 510300, China
Wenbo Zhang: College of Fisheries and Life Science, Shanghai Ocean University, Shanghai 201306, China
Saihong Li: Faculty of Arts and Humanities, University of Stirling, Stirling FK9 4LA, UK
Michael Tlusty: School for the Environment, University of Massachusetts Boston, Boston, MA 02125, USA
David C. Little: Institute of Aquaculture, Faculty of Natural Science, University of Stirling, Stirling FK9 4LA, UK

Sustainability, 2021, vol. 13, issue 21, 1-17

Abstract: Seafood supply chains are complex, not least in the diverse origins of capture fisheries and through aquaculture production being increasingly shared across nations. The business-to-business (B2B) seafood trade is supported by seafood shows that facilitate networking and act as fora for signaling of perceptions and values. In the Global North, sustainability related certifications and messaging have emerged as an important driver to channel the demands of consumers, institutions, and lead firms. This study investigates which logos, certifications, and claims were presented at the exhibitor booths within five seafood trade shows in China, Europe, and USA. The results indicate a difference in the way seafood is advertised. Messaging at the Chinese shows had less of an emphasis on sustainability compared to that in Europe and the USA, but placed a greater emphasis on food safety and quality than on environmental concerns. These findings suggest cultural differences in the way seafood production and consumption is communicated through B2B messaging. Traders often act as choice editors for final consumers. Therefore, it is essential to convey production processes and sustainability issues between traders and the market. An understanding of culture, messaging strategies, and interpretation could support better communication of product characteristics such as sustainability between producers, traders, and consumers.

Keywords: seafood trade; messaging; marketing; certification; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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