Understanding the American market for eco-certified fish
Summary
The American market for eco-certified fish is growing due to increased consumer awareness, particularly among younger generations. Manitoban walleye and lake whitefish are in high demand within the Midwestern United States, and several major US retailers stock MSC-certified fish.
Key insights
- Demand for eco-certified fish in the US is rising, driven by consumer awareness, with significant interest from younger demographics: 62% of young Americans prefer sustainable brands and 73% of those born after 1990 are willing to pay a premium for eco-certified food products.
- Manitoban eco-certified fish, specifically walleye and lake whitefish, find their largest American markets in the Midwestern states.
- Major US retailers selling MSC-certified fish include Aldi, CVS, Target, Amazon Fresh, IKEA, Walgreens, Costco, Lidl, and Whole Foods.
Cite the original document
- APA
- International Institute for Sustainable Development (n.d.). Understanding the American market for eco-certified fish. https://www.iisd.org/system/files/2025-07/american-eco-certified-fish-market.pdf
- Chicago
- International Institute for Sustainable Development. Understanding the American market for eco-certified fish. n.d. https://www.iisd.org/system/files/2025-07/american-eco-certified-fish-market.pdf.
- Wikipedia
- {{cite report |author=International Institute for Sustainable Development |title=Understanding the American market for eco-certified fish |url=https://www.iisd.org/system/files/2025-07/american-eco-certified-fish-market.pdf |access-date=17 August 2026 |via=Climate Insights Directory}}
- BibTeX
- @techreport{internationalinstituteforsustainabledevelopmentndunderstanding, author = {{International Institute for Sustainable Development}}, title = {{Understanding the American market for eco-certified fish}}, institution = {International Institute for Sustainable Development}, url = {https://www.iisd.org/system/files/2025-07/american-eco-certified-fish-market.pdf}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }
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