Half of Belgian fish consumers willing to pay more for sustainable seafood

Nearly half (48%) of the regular consumers of fish in Belgium are willing to pay more for seafood that is certified sustainable, according to a study commissioned by the MSC ecolabel. The results of the study were released in time for this week's sustainable seafood awareness week, an initiative of the international organisation World Wide Fund for Nature (WWF) and MSC and ASC, two ecolabels that support responsible fishing and fish farming.

With the initiative, the organisers aim to shed light on the potential environmental problems associated with aquaculture and overfishing. Nine major supermarket chains across Belgium are taking part in the sustainable seafood awareness week with special promotions on some of the 100 MSC-labeled products and 500 ASC-labeled products on the market.

Extra attention for the cause is necessary, according to the study, as only 26% percent of Belgian consumers recognise the blue MSC ecolabel, a logo that is already widely recognised in neighbouring countries.