| Abstract: |
In an increasingly conscious market, sustainability and traceability have become more important than ever—and seafood is no exception. According to a study conducted by Foodmix Marketing Communications last December, 62 percent of those surveyed check the sustainability of their seafood before purchasing at least occasionally, with 34 percent doing so always or almost always. But little do these concerned customers know, they—and the brands who serve them—are often getting the bait-and-switch treatment, purchasing seafood products that claim to be one thing and turn out to be another. This practice, known as fish fraud, can include selling farm-raised fish as wild-caught, claiming the product comes from a certain location when it was actually sourced elsewhere, or trying to pass off one seafood species as a different one altogether. “ |
