September 1, 2013 — Does the average consumer rate sustainability and environmental responsibility above taste, perceived value for money, even benefits to health? No, of course not. In fact, most consumers don’t rate sustainability and environmental responsibility at all.
The news that Queens of the Netherlands has launched the first ever seafood product, pangasius and shrimp noodle red curry, to carry both the Marine Stewardship Council (MSC) and the Aquaculture Stewardship Council (ASC) logos, prompted this response from a seafood industry insider: “How do the ASC and MSC [logos] taste in a ready meal? Like parsley and thyme, or rosemary?
“Have we got to the stage where we promote seafood meals on their politically correct ingredients? Not that they are tasty, good to eat, or healthy? I present my compliments to the new kitchen chef, who is a panda.” (The WWF logo is the iconic panda, and the NGO helped to set up both the MSC and ASC.)
Although facetious, this makes a very good point. Does the average consumer rate sustainability and environmental responsibility above taste, perceived value for money, even benefits to health? No, of course not. In fact, most consumers don’t rate sustainability and environmental responsibility at all. And the great majority of consumers don’t know what the MSC and ASC logos even stand for.
Martin Jaffa makes the same point in a recent edition of his reLAKSation newsletter.
“If purchasers of this product are actually bothered, which we doubt, the presence of either or both of these logos is largely irrelevant. The only choice for consumers to make is whether they want to eat pangasius and shrimp noodle red curry or not.
“Its success or failure in the market place will not depend on the presence of these confusing logos. Instead, it is whether it is the right price for what it is and, more importantly, whether it is good to eat.”
Of course, some consumers — usually those who more affluent and middle class — do care passionately about sustainability and presumably it is these consumers the big retailers are trying to attract by stocking species which have been MSC certified.
Read the full opinion piece at Seafood Source