Food
Consumer Trust in Responsible Seafood Drives New “Seafood You Can Trust” Campaign
New GlobeScan research shows two-thirds of consumers trust the BAP seafood certification label, prompting the Global Seafood Alliance to launch a 2026 “Seafood You Can Trust” consumer campaign focused on transparency and responsible seafood sourcing.
Last Updated on December 9, 2025 by Daily News Staff
Consumer Trust in Responsible Seafood Drives New “Seafood You Can Trust” Campaign
When two-thirds of consumers say they trust a certification label, that’s not just a marketing win—it’s a mandate for action.
New research from GlobeScan, conducted for the Global Seafood Alliance (GSA), reveals that consumers across five countries are actively seeking responsible seafood options and relying on credible certifications to guide their purchasing decisions. The findings have prompted GSA to launch a new consumer-facing campaign in 2026 centered on a simple but powerful message: “Seafood You Can Trust.”
What Seafood Consumers Really Care About
The survey, which polled at least 1,000 consumers in Canada, France, Spain, the United Kingdom, and the United States, focused on people who had purchased seafood in the last six months or consumed fish in the past year. The goal was to understand what drives seafood purchasing decisions and how certification labels like Best Aquaculture Practices (BAP) influence consumer behavior.
The results paint a clear picture: consumers want seafood that tastes good, is safe to eat, supports their health, and fits their budget. Nearly half of respondents identified safety as a critical factor when choosing farmed seafood, while more than half (53%) said they actively want to avoid products from irresponsible companies.
“It’s encouraging to see consumers recognizing the value of responsible seafood,” said Gayle Chong, principal at GlobeScan. “Credible certification plays a vital role in guiding purchasing decisions and sends a powerful signal to the industry that integrity matters.”
The Trust Factor: Why BAP Certification Resonates
One of the most significant findings from the survey is the level of trust consumers place in the BAP label. Two-thirds of respondents expressed confidence in BAP certification, with Spanish consumers showing the highest trust levels. More than half (53%) said the BAP label would directly influence their decision to buy or eat a seafood product.
This matters because trust is the currency of modern food systems. In an era of supply chain complexity and competing claims about sustainability, consumers need reliable signals to help them make informed choices. When a certification label earns that trust, it becomes more than a marketing tool—it becomes a bridge between responsible producers and conscious consumers.
More than four in ten consumers reported intentionally purchasing eco-labeled fish and seafood products, demonstrating that responsible sourcing isn’t just a niche concern—it’s a mainstream expectation.
Who Do Consumers Trust for Seafood Information?
The survey also explored which sources of information consumers find most credible when it comes to responsible seafood. The top trusted sources were:
- Fishers and fishmongers
- Certification organizations
- Scientists
- Chefs
This ranking reveals something important: consumers value expertise and direct connection. They trust the people who catch and sell seafood, the scientists who study it, the organizations that certify it, and the chefs who prepare it. These are voices with skin in the game—people whose livelihoods and reputations depend on getting it right.
When it comes to reaching consumers with responsible seafood messaging, the research shows that product packaging is the most effective channel. This makes sense—purchasing decisions happen at the point of sale, and clear, trustworthy labeling on the package itself provides information exactly when and where consumers need it.
Introducing the 2026 “Seafood You Can Trust” Campaign
Armed with these insights, GSA is launching a new consumer-facing marketing campaign in 2026 built around the tagline “Seafood You Can Trust.” The phrase was one of the top-chosen taglines by consumers across all surveyed countries—a testament to its clarity and resonance.
“Our chosen campaign tagline, Seafood You Can Trust, was one of the top chosen taglines by consumers across all countries—a simple yet effective message,” said Elise Avallon, GSA’s marketing director. “We look forward to working with retail and food service partners, as well as BAP-certified producers, to bring this campaign to life.”
The campaign will leverage the survey’s findings to meet consumers where they are—on product packaging, through trusted voices, and with straightforward messaging that cuts through the noise. By emphasizing safety, responsibility, and credibility, the campaign aims to make it easier for consumers to choose seafood that aligns with their values.
Why This Matters Beyond Marketing
The GlobeScan survey and the resulting campaign represent more than a branding exercise. They reflect a broader shift in how consumers think about food—not just as fuel or pleasure, but as a choice with consequences.
When consumers say they want to avoid irresponsible companies, they’re expressing a desire for accountability. When they trust certification labels, they’re signaling that third-party verification matters. And when they actively seek out eco-labeled products, they’re voting with their wallets for a food system that prioritizes sustainability alongside taste and affordability.
For producers, retailers, and food service operators, this research offers a roadmap. Consumers are ready to support responsible seafood—they just need clear, credible information to guide their choices. Certifications like BAP provide that clarity, and campaigns like “Seafood You Can Trust” amplify the message.
Getting Involved
GSA recently hosted a webinar providing an overview of the key findings from the GlobeScan study, which is available to view online. The organization is also inviting retail and food service partners, as well as BAP-certified producers, to get involved in the 2026 marketing campaign.
As the seafood industry continues to navigate challenges around sustainability, traceability, and consumer trust, initiatives like this demonstrate that transparency and credibility aren’t just good ethics—they’re good business.
About the Global Seafood Alliance
The Global Seafood Alliance is an international nonprofit organization dedicated to advancing responsible seafood practices through education, advocacy, and third-party assurance. The Best Aquaculture Practices (BAP) certification program is one of the most comprehensive and widely recognized aquaculture certification programs in the world.
Sources:
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Interested in learning more about responsible seafood sourcing? Look for the BAP certification label next time you’re shopping for fish or seafood.
Recipe of the Week
A Bold and Flavorful Al Fresco Favorite
Al Fresco Favorite: Warm breezes that linger longer into the evening, wafting appetizing aromas through the air can only mean one thing: it’s patio season. From casual porch gatherings to full-fledged backyard dinners, dining al fresco calls for vibrant dishes packed with flavor like Street Corn-Inspired Stuffed Sweetpotatoes.
A Bold and Flavorful Al Fresco Favorite
(Feature Impact) Warm breezes that linger longer into the evening, wafting appetizing aromas through the air can only mean one thing: it’s patio season. From casual porch gatherings to full-fledged backyard dinners, dining al fresco calls for vibrant dishes packed with flavor.
Inspired by the bold flavors of Mexican street corn, or elotes, these Street Corn-Inspired Stuffed Sweetpotatoes can serve as a hearty vegetarian entree, a colorful side dish to pair with grilled fare or the centerpiece of a casual build-your-own dinner spread alongside chilled drinks and easy conversation with loved ones. Providing a naturally creamy base, sweetpotatoes serve as the open-faced vessel for fresh (or frozen) roasted corn, lime juice, mayo, Greek yogurt, cilantro, jalapeno and Parmesan or cotija cheese.
Different from other potatoes using adjectives like white, red or russet to describe an entirely different vegetable, sweetpotatoes – one word as adopted by the National Sweetpotato Collaborators in 1989 to avoid confusion and make it part of the actual nomenclature rather than an adjective – are rich in vitamins A and C, minerals, antioxidants, fiber and potassium, all of which are good for overall health.
Find more recipes to elevate outdoor dining season at ncsweetpotatoes.com.
Watch video to see how to make this recipe!
Street Corn-Inspired Stuffed Sweetpotatoes
Recipe courtesy of Crissy Caroll of Snacking in Sneakers on behalf of the North Carolina Sweetpotato Commission
Servings: 2
- 4 medium sweetpotatoes
- 2 tablespoons light or regular mayonnaise
- 2 tablespoons plain, nonfat Greek yogurt or light mayonnaise
- 1 lime, juice only
- 2 green onions, sliced1/3 cup chopped cilantro
- 1/3 cup fresh shredded Parmesan or cotija cheese
- 1 tablespoon butter
- 2 ears fresh corn on the cob, husked, corn removed from stalk or about 1 1/2 cups frozen or canned corn
- 1 jalapeno, seeds and pith discarded, minced
- 1 teaspoon minced garlic
- 1/4 teaspoon chili powder
- 1/4 teaspoon smoked paprika
- 1/4 teaspoon salt
- To cook sweetpotatoes: Use fork to poke holes and place on microwave-safe plate. Microwave potatoes 6-9 minutes, depending on size, until tender. Set aside.
- In medium mixing bowl, mix mayonnaise, Greek yogurt and lime juice until well combined. Add green onions, cilantro and Parmesan; set aside.
- Heat large skillet over medium heat. Add butter and melt. Add corn then cook 2 minutes.
- Add jalapeno to skillet with corn, stir and cook 2 minutes.
- Add garlic, chili powder, smoked paprika and salt. Stir and cook 1-2 minutes, until corn starts to lightly brown.
- Remove from heat. Add skillet ingredients to bowl with mayo-yogurt mixture. Stir until well combined.
- Slice cooked sweetpotatoes open and stuff with corn filling.
SOURCE:
North Carolina Sweetpotato Commission
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Food
Expert Entertaining Advice for Hosting Summer Soirees
Hosting Summer Soirees: For summer hosts across the country, few pairings are as timeless and crowd-pleasing as wine and cheese. Approachable, easy to find and naturally complementary, these warm-weather favorites are a perfect fit for a variety of occasions.
Expert Entertaining Advice for Hosting Summer Soirees
(Feature Impact) For summer hosts across the country, few pairings are as timeless and crowd-pleasing as wine and cheese. Approachable, easy to find and naturally complementary, these warm-weather favorites are a perfect fit for a variety of occasions.
At the end of the day, summer entertaining is about good food, good wine and creating a space where people feel welcome, according to sommelier Sam Capaldi, whose mission is to make wine fun and approachable.
“My ideal celebration is pretty simple: a few loved ones gathered on the patio, cheese boards in the center of the table, bottles of wine chilling on ice, music playing in the background and a card game that somehow gets way more competitive than anyone expected,” Capaldi said.
Whether it’s a backyard gathering with friends, a solo night watching reality TV or a spontaneous evening, Capaldi wants hosts to remember that the best pairings aren’t just what’s in the glass and on the board – it’s the people, moments and memories that come with them.
In partnership with Cracker Barrel Cheese, Capaldi is sharing simple tips for hosts looking to elevate their summer soirees without the hassle.
Make Entertaining Simple and Fun
The pressure to create the perfect tablescape, prepare an impressive meal and uncork an expensive bottle of wine can feel overwhelming. Instead, a simple text that says “Come over, I have wine and snacks,” can mean the world to a close friend or loved one.
One of Capaldi’s favorite reminders for hosts is they don’t need five different wines to serve alongside a cheese board. Instead, one or two are often more than enough. The key is choosing versatile wines that pair well with a variety of flavors and textures.
Create Memorable, Crowd-Pleasing Pairings
Elevate any gathering with some of Capaldi’s favorite approachable wine and Cracker Barrel Cheese pairings such as:
- A refreshing white wine, Sharp White Cheddar drizzled with spicy honey and potato chips. The bright acidity of the wine cuts through the salty chips and rich, savory cheese, creating a fresh and balanced bite.
- A fruity rosé, Extra Sharp Yellow and Sharp White Cheddar, garlic naan crackers, slices of prosciutto and a spoonful of strawberry jam. Rosé is incredibly versatile and plays well with the different flavors on the board, making it a perfect match for several different cheeses.
- Pinot grigio, pretzels and Vermont Sharp White Cheddar. The citrus notes and the bright acidity of pinot grigio cut through the richness of sharp cheddar, while its crisp finish keeps your palate refreshed between bites. Salty pretzels also help highlight the wine’s fruit notes, making every sip taste a little brighter.
Use Seasonal Additions for a Special Touch
Summer offers an abundance of fresh produce and seasonal flavors that can elevate any gathering without overcomplicating the occasion. Capaldi recommends adding frozen fruit to wine, such as strawberries, peaches or mangos to whites and rosés. The fruit helps keep the wine cold without watering it down and adds a subtle burst of fruit flavor.
When it comes to cheese spreads, a jar of spicy honey can quickly become a go-to ingredient. For a sweet-and-salty combination, try drizzling spicy honey over cheese then pair with potato chips or pretzels so your snack board offers a little bit of everything.
For more summer entertaining inspiration, visit CrackerBarrelCheese.com.
Photo courtesy of Shutterstock (wine and cheese plates)
SOURCE:
Cracker Barrel Cheese
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(Feature Impact) Summer heat can be tough to beat without a cool, refreshing game plan. Cool off when the temperatures climb by turning to frozen make-ahead treats that can make almost any sweltering afternoon feel like a beach vacation.
Staying comfortable is simple with Grapes from California, which take “cool” to the next level. Freezing them turns each grape into its own mini sorbet – just rinse, dry and freeze for 2 hours, or try these easy recipes that give everyone something to enjoy.
As a naturally healthy, refreshing, juicy and hydrating solution, grapes can become your summer go-to. To find more frozen solutions, visit GrapesFromCalifornia.com.
1. Chocolate-Dipped Frozen California Grape and Yogurt Clusters – Fresh grapes add a bright, juicy pop of flavor to tangy yogurt and rich chocolate in these irresistible frozen clusters that are light, refreshing and perfectly balanced for summer snacking. Make a batch and keep them ready for warm afternoons or casual backyard get-togethers.
SOURCE:
California Table Grape Commission
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