Market Trends and Potential Benefits of Eco-Certification to Inform Manitoba Commercial Fisheries

This report examines the potential benefits of eco-certification for Manitoba's commercial fisheries, noting that 80% of their catch is exported to the US and Europe. It finds growing demand for sustainable seafood among younger consumers and in Northwestern Europe, though price premiums rarely reach producers. The report recommends improving communication with fishers through accessible formats and designated community liaisons to bridge gaps between fishers and government decision-makers.

• Manitoba's commercial fisheries are heavily dependent on international markets, with 80% of fish sold outside Canada, primarily to the United States and Europe. The most significant revenue comes from walleye and lake whitefish, with walleye sold mainly in the U.S. (Minnesota, North Dakota, Wisconsin, and Illinois), Canada, and Europe (France, Germany, Poland, and Belgium), and lake whitefish sold in Northern Europe (Finland, Sweden, and Germany) and the U.S. (Midwest, New York, and California).
• In the United States, there is a growing consumer preference for eco-certified products, particularly among younger demographics. 62% of "Gen Z" Americans prefer sustainable brands, and 73% are willing to pay more for certified sustainable products. However, the price premium for eco-certified seafood in U.S. and European markets is estimated at 16%, and there is little evidence that this premium reaches the producer as extra revenue.
• U.S. consumer behavior indicates that preference for eco-certification occurs primarily at the store level rather than the product level. Consumers are more likely to choose a grocery store that has committed to buying only eco-certified products than to discern between certified and non-certified fish once inside a store.
• European markets show increasing demand for sustainable seafood, with Northwestern Europe (including Germany and the Netherlands) being the largest market and having the highest share of Marine Stewardship Council (MSC)-certified sales. Southern Europe saw the highest growth rate in the supply of MSC-certified products between 2019 and 2020, with a 31% increase. Eastern Europe remains the smallest market but also experienced a 13% increase in MSC-certified product supply during the same period.
• Retail and food service sectors are the primary drivers of sustainable seafood in Europe. Major entities such as Tesco, Lidl, Carrefour, and Aldi have expanded their MSC-certified ranges, with Tesco aiming for 100% sustainably sourced seafood by 2030. In food service, IKEA ensures all wild-caught fish in its restaurants is MSC-certified, and McDonald’s offers 100% MSC-certified whitefish in key markets.
• Communication regarding eco-certification in Manitoba is currently uneven, with fishers reporting gaps in both the format and distribution of information. Fishers prefer quick summary documents like pamphlets, posters, and infographics over lengthy reports, especially during busy seasons, and suggest that information be placed in common community locations and laminated for wet processing areas.
• The Negginan Fishing Station (Poplar River First Nation) serves as a successful model for information distribution, utilizing a designated point person to provide regular updates and conduct votes to ensure collective decision-making. However, challenges remain in communicating fisher insights back to federal decision-makers, specifically the Department of Fisheries and Oceans Canada.

APA

Kroft, E., Luna, E., & Elder, S. (2025). Market Trends and Potential Benefits of Eco-Certification to Inform Manitoba Commercial Fisheries. International Institute for Sustainable Development. https://www.iisd.org/system/files/2025-07/market-trends-eco-certification-manitoba-fisheries.pdf

Chicago

Kroft, Emily, Erika Luna, and Sara Elder. Market Trends and Potential Benefits of Eco-Certification to Inform Manitoba Commercial Fisheries. International Institute for Sustainable Development, 2025. https://www.iisd.org/system/files/2025-07/market-trends-eco-certification-manitoba-fisheries.pdf.

Wikipedia

{{cite report |last1=Kroft |first1=Emily |last2=Luna |first2=Erika |last3=Elder |first3=Sara |title=Market Trends and Potential Benefits of Eco-Certification to Inform Manitoba Commercial Fisheries |publisher=International Institute for Sustainable Development |date=June 2025 |url=https://www.iisd.org/system/files/2025-07/market-trends-eco-certification-manitoba-fisheries.pdf |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{kroft2025market, author = {Kroft, Emily and Luna, Erika and Elder, Sara}, title = {{Market Trends and Potential Benefits of Eco-Certification to Inform Manitoba Commercial Fisheries}}, institution = {International Institute for Sustainable Development}, year = {2025}, month = jun, url = {https://www.iisd.org/system/files/2025-07/market-trends-eco-certification-manitoba-fisheries.pdf}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }