This week the University of Auckland released a study into labelling and claims on fish and seafood products in New Zealand supermarkets.

The study suggests widespread greenwashing by fish and seafood manufacturers. It found around 80% of the “sustainability claims” made on seafood products sold in New Zealand supermarkets are too vague.

Statement from Seafood New Zealand: 

This is a really interesting study, but it makes some assumptions that don’t help New Zealand consumers. The biggest issue for us is that it doesn’t tease out any labelling differences between New Zealand seafood and imported product. Without this information, it is hard for Seafood New Zealand to comment on specifics.

However, we strongly refute the suggestion that kiwi seafood is greenwashing. Greenwashing suggests actively making claims about nature or the environment that don’t stack up. That’s not a fair description of New Zealand seafood. Typical New Zealand seafood examples in supermarkets include farmed king salmon, which identifies itself as coming from New Zealand – we would suggest that the industry body Aquaculture New Zealand or one of the companies like New Zealand King Salmon would be best placed to respond to questions about farmed salmon products. 

An example of wild-caught fish, which Seafood New Zealand can speak to is Sealord hoki, which has the MSC tick. This is specific and verifiable. The MSC certification process is detailed and costly and New Zealand fishers with this certification go to a lot of trouble to get it.  

Moana New Zealand, the largest Iwi-owned company in Aotearoa, sells a huge range of fresh fish in the fishmonger section of most supermarkets. Moana New Zealand meets all of the regulatory requirements for labelling in New Zealand. This includes their ready-to-eat products, some of which contain New Zealand sourced seafood and that also includes accurate certification and nutritional information.

The claims these companies make are absolutely factual and supportable. The study itself makes the point that in New Zealand “health and nutrition claims are regulated in the Australia New Zealand Food Standards Code (FSANZ 2024).” Our seafood providers comply with this code.

We know kiwi seafood isn’t always labelled with any environmental claims at all, because it is sold at the fresh fish counter or the fishmonger part of the supermarket, wrapped when sold, but with no specific packaging.  Adding detailed packaging to this type of fish adds significant expense at a time when we are trying to keep the price of fish down for consumers. We would encourage consumers to talk to their retailer – ask where the fish has come from. If it’s from a New Zealand source, you are in good hands.

It is also hard for companies to run precise traceability programmes. Kiwi companies have looked into this. But to do this requires operational changes—some of which can be incredibly resource intensive. 

As we mentioned above, and the study itself says, certification programmes, such as MSC are very expensive. Small-scale New Zealand fishers can’t afford to take part in these systems. 

What consumers need to know, is that New Zealand fish is sustainable. We all operate under the strictly enforced and internationally recognised Quota Management System which monitors our fish stocks and sets limits for what fishers can catch. If you are buying New Zealand brands or selecting New Zealand species from the fresh fish counter or a fishmonger, you can feel reassured that our fishers are closely monitored by independent Government agencies, along with the health of the fish and the oceans. 

Another good thing to do is check the websites of our major seafood brands. Seafood New Zealand can also point you in the right direction. Product labels have limited room on them for details, but the websites can give a lot more.

We would be really happy to talk to the researchers directly and have a conversation about what they want from the sector. There are plenty of other foods on our shelves that don’t provide a lot of labelling – we’re interested in the assumptions that caused them to single out seafood, and we would also encourage them to talk to the retailers, MPI and the standards bodies that all have an interest in how the labelling process works in New Zealand.