The research, carried out by analysts GFK, looked at awareness and understanding of the ASC label and its influence on buying behaviour in both countries. The results were positive and showed that in the short time the consumer label has been available on products in the Netherlands, 29% of all fish buyers had become familiar with it. In Germany, the recognition level had reached 22%.
“The ASC logo also provides broader reassurance and reinforces purchasing decisions and 39% of Dutch consumers felt that the logo communicated positively about the certified seafood. We were impressed to see that 58% of German fish buyers who are familiar with the ASC label, have actively sought it out in retailers,” said Chris Ninnes, CEO, ASC.
“There was also an increase from 5% to 16% in the number of fish buyers in the Netherlands who correctly identified the meaning of the ASC label as being related to farmed fish, and from 6% to 13% in Germany,” he added.
Despite this, ASC says there’s still work to do to ensure that more consumers understand the reassurance the label brings, in terms of responsible sourcing and use of best practice.
Interviewees reported that responsible use of antibiotics, prevention of pollution, regular farm audits and animal welfare remained the most significant aspects in gaining buyers’ trust in responsibly farmed fish.
The Netherlands leads the world in the number of ASC-certified products on sale, with 217 different pangasius, tilapia and salmon products available. Switzerland is second with 163, followed by Germany with 160. ASC-certified shrimp will boost this offering, when it becomes available in late 2014.
The Netherlands also has the highest number of companies holding ASC Chain of Custody (CoC) certification, followed by Germany.
Globally, there were 1,080 ASC-approved products at the beginning of June 2014 and 80 certified farms.
