Early results from MSC’s latest survey of over 16,000 seafood consumers reveal that 55 per cent are sceptical that the seafood they consume is what is says on the packet.
It also found that across the 21 countries included in the survey, 65 per cent said that they want to know that their fish can be traced back to a known source, while 63 per cent said they look to ecolabels as a trusted source of information.
The findings come as MSC also released results from its DNA testing of seafood products carrying its mark.
Last year, the organisation commissioned the Wildlife DNA Forensics unit at Science and Advice for Scottish Agriculture to carry out DNA tests on 257 MSC-labelled seafood products.
The testing results show that over 99 per cent of MSC-labelled products are correctly labelled.
Commenting on the results, MSC CEO Rupert Howes said, "Given a recent academic study showing that globally around 30 per cent of seafood is mislabelled, the results of the MSC’s DNA testing program are very positive.
"Seafood sold with the blue MSC label can be traced back to a sustainable source, and our robust chain of custody requirements provide reassurance that it’s correctly labelled."
Alfred Schumm, WWF’s Smart Fishing Initiative leader commented on the research, "A traceable supply chain, from the consumer back to sustainable fisheries, is fundamental to consumers' trust and confidence in the seafood they’re buying.
"The MSC’s requirements for traceability are essential if we are to maintain healthy fish populations and ocean ecosystems."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here.