Partnership includes expanded labeled seafood assortment, engagement and education ahead of National Seafood Month
The Aquaculture Stewardship Council (ASC) and Marine Stewardship Council (MSC) teamed up with Erewhon this August for a monthlong promotion designed to help Southern California shoppers navigate seafood choices and discover the ASC and MSC labels. The activation brought certified seafood to life through in-store experiences, social media and digital content highlighting products from ASC-certified farms and MSC-certified fisheries that meet rigorous environmental standards.
With seafood available from wild fisheries and farms around the world, shoppers are encountering more information, claims and labels competing for their attention, which can make choosing the right seafood feel overly complicated. At the same time, consumers increasingly want to know where their food comes from and how it was produced, prompting questions like: Wild or farmed? What do these labels mean? Can I trust this product?
The Erewhon promotion simplified this concept at the shopper level with its “Seafood to enjoy. Labels to trust.” campaign. Aligned with the sourcing standards of Erewhon Market, the Certified B Corp and Organic Retailer whose vision is to nourish people and care for the planet, the ASC and MSC labels offer shoppers a simple, credible way to navigate their seafood choices.
Rather than wild vs. farmed or fresh vs. canned, the goal is to help people understand their options, know what to look for, and which labels to trust.
“More consumers are choosing seafood, and they deserve clear, credible information about how it was sourced. ‘Sustainable’ is one of the most overused words in food, and shoppers shouldn’t have to simply take a brand’s word for it,” said Nialls Fallon, Founding Partner, MINNOW. “To us, sustainability means preserving both nature and culture by recognizing the interconnectedness of all of us who love to eat fish, and participate in the chain from catching to serving, grounded in respect for its origins. We always consider ASC and MSC when adding new products to our lineup because we believe sustainability should be earned, not simply printed on a package. These certifications give diners something a marketing claim alone can’t: independent verification.”
Shoppers Want More Transparency
That need for clarity is reflected in new consumer research from ASC and MSC. While shoppers increasingly value credible information about seafood sourcing, there is still an opportunity to build awareness and understanding of the certifications and labels that can help guide their choices.
ASC's 2026 consumer research found that while only 52% of U.S. seafood consumers actually recognize seafood certification labels, shoppers are far more likely to trust independent certification programs like ASC for seafood sustainability information (21%) than from retailers (11%) or seafood brands (11%). In pack tests involving 9,195 consumers, products showing the ASC sustainability label were rated more trustworthy and more likely to be purchased than the alternative certification labels tested.
The research also demonstrates the impact of consumer education: campaign recognition and sustainability message recall were highest in the U.S., where ASC has invested in a multi-year national awareness campaign since 2022 — its largest globally to date – pointing to the role that targeted education and marketing can play in building both familiarity and a deeper understanding of certification.
“Erewhon is a destination for shoppers who are engaged with quality products, thoughtful sourcing and what’s next in food, making it an ideal environment to have these conversations directly with shoppers, while displaying clear, informative visual prompts at point-of-sale. Our goal is to help more people understand what’s behind the ASC label and the value of choosing certified farmed seafood,” said Aaron Flamini, Senior Market Development Manager, ASC.
MSC research indicates a similar contrast. 82% of MSC-aware U.S. consumers trust the MSC label, a big jump from 73% in 2024. While 32% say they have at least some understanding of what the MSC label represents, 60% of U.S. seafood consumers say seeing the MSC label makes them more likely to purchase a product.
Together, these findings point to a clear opportunity: shoppers are paying attention, but they need simple, credible signals to help turn that interest into informed choices. Trustworthy certification labels provide that signal, connecting what shoppers want to know about their seafood with independent standards and traceability they can recognize on the shelf.
“Consumers are more aware of the challenges our oceans and fisheries face than ever before,” said Laura McDearis, U.S. Program Director, Marine Stewardship Council. “Importantly, they understand how we can work together to address some of the issues, including how to find certified wild seafood at the grocery store.”
‘Look for the Labels’ Comes to Life
This August consumer education extended beyond the store through a collaborative online campaign with registered dietitian and seafood advocate Mascha Davis, RD. Davis brought shoppers along in a “come shop with me” video as she navigated Erewhon’s seafood aisles, showing how she looks for the ASC and MSC labels when buying her own seafood to cook at home. The 2-part Instagram reel series resulted in 531,965 impressions, 255,535 reach and 2,009 engagements.
“As a registered dietitian, I’m passionate about helping people make sustainable food choices,” said Davis. “Having worked with both ASC and MSC, I’ve had the opportunity to see firsthand the care and standards behind seafood that comes from certified farms and fisheries. Bringing that perspective to Erewhon to help customers discover the meaning behind the labels is about giving people information they can actually use the next time they’re shopping for and cooking with seafood — for the benefit of their health and the planet.”
The Erewhon initiative also brought the ASC and MSC labels beyond packaging to in-store education during Erewhon’s first Wellness Event at the new Glendale location on August 30, through:
- Direct engagement with more than 500 shoppers in attendance
- Chef-crafted samples of MINNOW’s ASC-labeled tinned smoked trout
- Swag and certified seafood product giveaways from:
- ASC and MSC
- American Tuna
- Safe Catch
- Wiley’s Finest
- An exclusive in-store culinary giveaway on Instagram
- Instagram recap
- A detailed shopping list showcasing all ASC and MSC-labeled products and brands shoppers could look for throughout the store
Making Certified Seafood Easier to Choose
As interest in certified seafood continues to increase, so does the selection available to Erewhon shoppers. The retailers’ commitment to trend-worthy, independently verified seafood is reflected in its growing portfolio of ASC and MSC-labeled products available throughout its now 15 store locations — from fresh fish to shelf-stable tins, giving So Cal customers a multitude of ways to “Look for the Labels” as part of their everyday shopping.
Since Erewhon’s first certified private label product was launched in stores in 2025, the ASC and MSC certified private label product line has since grown to 11 total products.
Current Products
- ASC-labeled Branzino (new in 2026)
- ASC-labeled Faroe Island Salmon
- ASC-labeled Rainbow Trout
- MSC-labeled Pacific Cod (new in Aug 2026)
- MSC-labeled Sockeye Salmon (new in Aug 2026)
Coming Soon — Products Launching September 2026
- ASC-labeled Norwegian Atlantic Salmon
- ASC-labeled Steelhead Trout
- MSC-labeled Dover Sole
- MSC-labeled King Salmon
- MSC-labeled Pacific Halibut
- MSC-labeled Rock Cod
Erewhon shelves also showcase an assortment of popular shelf-stable tinned fish and health supplements from Fishwife, Matiz, MINNOW, Nice Cans, Siesta Co., Wiley’s Finest and more.
Meanwhile, Erewhon embarks on a wave of expansion as the retailer has added four new locations in California including in Manhattan Beach, West Hollywood, Glendale and Thousand Oaks, with new stores in downtown L.A. and Costa Mesa slated to open in 2027.
Ahead of October’s National Seafood Month, the conversation around sustainable seafood continues at Climate Week NYC, the largest global climate event of its kind, held September 20-27:
- Monday, Sept. 21: Food Tank’s Mission Driven Brands Sustainability Summit featuring Elaina Leibee, Wine Director, Erewhon
- Tuesday, Sept. 22: Climate Week NYC’s The Hub Live Food Forum panel “Food Security vs Climate Security: Can Resilient Systems Deliver at Scale?” featuring Chris Ninnes, CEO, ASC
- Friday, Sept. 25: Food Tank’s Water and Blue Foods Summit panel “Blue Communities, Blue Food, and Fisheries: The National Perspective” featuring Kathleen McDavitt, Senior Programs Manager, ASC and Laura McDearis, U.S. Program Director, MSC