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:
For more stories about the latest Food and Beverage news, whether it’s locally or globally, visit our Food & Drink section.
Interested in learning more about responsible seafood sourcing? Look for the BAP certification label next time you’re shopping for fish or seafood.
recipes
Say ‘Yes, Please’ to The Grilled Cheese of the Year: Gooey Goodness with a Protein Punch
Tne Grilled Cheese of the Year: A grilled cheese sandwich isn’t just a lunchtime staple; it’s a beloved cultural icon. There is a universal magic in the combination of ooey-gooey cheese, golden bread and a little butter – but in 2026, this comfort food classic is getting a functional upgrade in recipes like The Protein Powerhouse and The Classic.
Say ‘Yes, Please’ to The Grilled Cheese of the Year: Gooey Goodness with a Protein Punch
(Feature Impact) A grilled cheese sandwich isn’t just a lunchtime staple; it’s a beloved cultural icon. There is a universal magic in the combination of ooey-gooey cheese, golden bread and a little butter – but in 2026, this comfort food classic is getting a functional upgrade.
It’s also safe to say nostalgia is delicious and addicting, which is why Borden Cheese is sharing not one, but two, prize-worthy recipes, one of which packs a protein punch and another that’s a pure classic, perfect for spreading smiles and happy bellies.
Protein, Please: The Protein Powerhouse is the Grilled Cheese of the Year, and it’s easy to see why. It’s a protein-packed masterpiece designed for the modern appetite. Featuring a creamy, dual-cheese combo of mild cheddar and Borden Mozzarella Cheese Melts, the sandwich is melted over 5 ounces of tender sliced chicken breast and delivers more than 40 grams of protein and about 8 grams of fiber when paired with the right bread. Served with a tangy Greek yogurt and Dijon mustard “powerhouse sauce” and pressed between golden, crispy bread, this grilled cheese isn’t your ordinary melt. It has been transformed into a massive protein boost.
Tried n’ True: While modern flavors and trends are delicious, nostalgia is too. In fact, a whopping 20,000 fans cast their votes for America’s Favorite Grilled Cheese, asserting a fervor that’s unmatched when it comes to their perfect melt, and awarded The Classic the title of “America’s Favorite.” This comforting recipe pairs extra sharp melts with American singles on sliced white bread for a perfect, ooey-gooey bite that reminds you the cheese truly “makes” the sandwich.
VisitBordenCheese.com/grilled-cheese-day for other ooey-gooey grilled cheese recipes created for 2026.
The Protein Powerhouse
- 1 tablespoon butter, softened
- 2 slices bread fortified with protein and fiber
- 2 Borden Mild Cheddar Slices
- 1 slice Borden Mozzarella Melts
- 5 ounces sliced chicken breast (deli-shaved or thinly carved)
“Powerhouse” Sauce:
- 2 tablespoons non-fat Greek yogurt
- 1 teaspoon Dijon mustard
- 1/2 teaspoon garlic powder
- 1/2 teaspoon smoked paprika
- Heat griddle to medium heat. Butter bread. Layer cheeses and chicken on top of bread.
- Place bread on griddle and cook until lightly toasted. Flip and cook other side.
- Remove sandwich from skillet or griddle.
- To make powerhouse sauce: Mix Greek yogurt, Dijon mustard, garlic powder and smoked paprika until well blended. Slice sandwich in half and drizzle with Powerhouse sauce.
The Classic
- 1 tablespoon butter, softened
- 2 slices white bread
- 2 slices Borden Extra Sharp Melts
- 2 slices Borden American Singles
- Heat skillet or griddle over medium heat.
- Spread butter on one side of each slice bread.
- Place cheese slices on unbuttered side of bread. Top with other slice of bread with butter facing upward.
- Place sandwich on skillet or griddle and cook 3-4 minutes on each side. Using spatula, lightly press sandwich down gently while cooking to melt cheese better.
- Remove from skillet or griddle and slice in half.
SOURCE:
Borden
At our core, we at STM Daily News, strive to keep you informed and inspired with the freshest content on all things food and beverage. From mouthwatering recipes to intriguing articles, we’re here to satisfy your appetite for culinary knowledge.
Visit our Food & Drink section to get the latest on Foodie News and recipes, offering a delightful blend of culinary inspiration and gastronomic trends to elevate your dining experience. https://stmdailynews.com/food-and-drink/
Economy
Feeding the Economy Report Says U.S. Food, Agriculture Add $10.4 Trillion
The 2026 Feeding the Economy report says U.S. food and agriculture industries generate $10.4 trillion in economic value and support 48.7 million jobs.
New Feeding the Economy Report Highlights Food, Agriculture Industry Strength
America’s food and agriculture industries generated more than $10.4 trillion in economic value in 2026, accounting for nearly 20% of the U.S. economy, according to the 10th annual Feeding the Economy report released by 35 food and agriculture groups. The new farm-to-fork study also found the sector supports 48.7 million jobs nationwide, including 24.3 million direct jobs across farming, food manufacturing, processing, distribution, retail, and foodservice.
The report points to continued resilience despite inflation, trade uncertainty, and ongoing pressure on farmers and producers. It found food and agriculture generate more than $3 trillion in wages and $1.35 trillion in tax revenue, while U.S. exports totaled $177.3 billion. At the same time, the study flagged softer areas to watch, including flat direct employment in production agriculture and food manufacturing, along with a year-over-year decline in exports. For the food and beverage industry, the report reinforces just how deeply agriculture remains tied to jobs, supply chains, and broader economic stability.
Source:
Tenth Annual “Feeding the Economy” Report Demonstrates Strength and Resilience of the American Food and Agriculture Industries Amid Ongoing Economic Pressures — Feeding the Economy via PR Newswire
Further information:
Feeding the Economy
View the original press release on PR Newswire
STM Daily News is a vibrant news blog dedicated to sharing the brighter side of human experiences. Emphasizing positive, uplifting stories, the site focuses on delivering inspiring, informative, and well-researched content. With a commitment to accurate, fair, and responsible journalism, STM Daily News aims to foster a community of readers passionate about positive change and engaged in meaningful conversations. Join the movement and explore stories that celebrate the positive impacts shaping our world.
Foodie News
Fresh Brothers Pizza Launches U.S. Franchise Expansion
California-based Fresh Brothers Pizza has launched franchise expansion plans, targeting new U.S. markets with support from Craveworthy Brands.
California’s Fresh Brothers Pizza Opens Franchise Opportunities Nationwide
Fresh Brothers Pizza is taking its next step beyond Southern California, opening franchise opportunities nationwide with backing from Craveworthy Brands. For Foodie News readers, the story is less about another pizza chain expanding and more about how a California-born concept is trying to stand out in one of America’s most crowded food categories: by leaning hard into ingredient quality, hospitality, and menu flexibility.
Founded in Los Angeles in 2008 by Scott Goldberg and his family, Fresh Brothers has grown to more than 20 locations across California. The brand says its appeal starts with handmade dough produced daily, vine-ripened tomato sauce, 100 percent pure mozzarella, and a menu that goes beyond pizza to include salads, baked wings, knots, sliders, pastas, and sandwiches. It also built an early reputation for inclusive options, offering vegan, vegetarian, and gluten-free choices at a time when many pizzerias were slower to adapt. That positioning helped Fresh Brothers earn a spot on Pizza Marketplace’s 2026 “Top 100 Movers & Shakers” list.
Now, with operational support from Craveworthy Brands, Fresh Brothers is targeting growth markets including Arizona, Florida, Georgia, Nevada, and Texas. According to the company, franchisees will receive support in real estate, training, supply chain, marketing, technology, and operations. The brand is also showcasing its model at the 2026 International Pizza Expo and Conference in Las Vegas from March 24 to 26. For restaurant watchers, this is one to keep an eye on: Fresh Brothers is betting that a quality-first, Midwest-style pizza concept can travel well beyond its California base.
Source:
Fresh Brothers Bakes Franchise Opportunity, Bringing a Fresh Take on America’s Favorite Food Across The U.S. — Craveworthy Brands via PR Newswire
Further information:
Fresh Brothers Pizza
Craveworthy Brands
At our core, we at STM Daily News, strive to keep you informed and inspired with the freshest content on all things food and beverage. From mouthwatering recipes to intriguing articles, we’re here to satisfy your appetite for culinary knowledge.
Visit our Food & Drink section to get the latest on Foodie News and recipes, offering a delightful blend of culinary inspiration and gastronomic trends to elevate your dining experience. https://stmdailynews.com/food-and-drink/
