Untapped Potential for Certified Sustainable Seafood in Foodservice Sector

The UK and Ireland’s foodservice sector represents a vast and largely untapped opportunity for certified sustainable seafood, with Marine Stewardship Council (MSC) labelled products currently making up just 3.55% of all fish and seafood sold in the sector, according to a new report published today.

As consumers increasingly demand responsibly sourced options, restaurants, pubs, and catering outlets are uniquely positioned to close the gap between foodservice and retail in meeting these expectations.

In contrast to foodservice, the UK retail sector has made remarkable strides in sustainability. MSC-labelled products account for 61% of the value and 58% of the volume of all wild-caught fish and seafood sold in UK supermarkets, up from 54% and 51% just two years prior, according to the MSC UK and Ireland Market Report 2024.

This highlights the potential for the foodservice sector to mirror retail’s success and seize the growing consumer demand for sustainable options.

On February 10, the MSC will be hosting a webinar – Serving up Sustainability – to highlight how the foodservice industry can benefit from certification.

Seth McCurry, MSC UK & Ireland Senior Commercial Manager, said: “The UK retail sector has been a global leader in recognising and rewarding fisheries that have met the MSC Standard for sustainable fishing. Meeting our ambitious goal of engaging over a third of the world’s marine catch in our programme by 2030 will require more collaboration and commitment from businesses across the seafood industry, including restaurants.

“The foodservice sector in the UK has the opportunity to use its market power, as the retail sector has done, to reward fisheries that are operating sustainably and encourage others to pursue certification. We would like to invite any foodservice businesses that would like to learn more about how they can use our certification programme to help achieve that goal join us for our webinar on February 10.”

The adoption of MSC-labelled seafood in foodservice has been growing steadily, with volumes climbing back to near pre-pandemic levels by 2023/24. However, significant growth potential remains:

• Consumer Expectations: 64% of seafood consumers believe the choices they make about eating seafood can positively impact ocean health, according to research commissioned by the MSC
• Differentiation through Sustainability: Foodservice providers that offer MSC-certified seafood can align with consumers’ values, build loyalty, and differentiate their brands in a competitive market.
• Rising Demand for Transparency: Diners are increasingly seeking clarity about where their food comes from and are more likely to choose establishments offering certified sustainable options.

By expanding their certified sustainable seafood offerings, foodservice operators can capitalise on these trends while contributing to the protection of the world’s oceans.

Leaders Paving the Way

A number of key players in the foodservice sector have already demonstrated the value of sustainable seafood. McDonald’s is a leader in sustainability and serves its Filet-O-Fish and Fish Fingers with the blue MSC ecolabel. The 2024 MSC UK Foodservice Champion of the Year, Lussmanns exemplifies how smaller, regional restaurant groups can lead in sustainable sourcing.

In 2024, Costa Coffee became the first major high street café chain in the UK to offer MSC-certified tuna, introducing an MSC-labelled tuna melt panini. Recognised as a double winner at the 2023 MSC UK Awards, Fish City, in Belfast, has been a pioneer in promoting sustainable seafood in Northern Ireland. The Pantry at Titanic Belfast has also joined a growing number of independent outlets adding MSC-labelled options to their menus.

To learn more about MSC certification and how it can support foodservice businesses, please contact mscintheuk@msc.org.