The Certified Seafood Case: Procuring for Resilience

As Chinese New Year 2025 approaches, demand for seafood surges across Southeast Asia.

For supply chain professionals, this seasonal spike presents both a challenge and an opportunity: how to meet consumer expectations for sustainability while maintaining reliable, cost effective procurement.

Recent research from October 2024 by the Marine Stewardship Council (MSC) reveals that more than eight in 10 Malaysians (85%) and 75% of Singaporeans say sustainable seafood matters to them. For procurement teams serving these markets, these figures signal a fundamental shift in sourcing strategy.

Malaysia consumes more than double the global average per capita (49kg versus 21kg globally), while Singapore imports most of its seafood supply.

This divergence means procurement professionals must navigate different challenges: supporting local fisheries in Malaysia while ensuring transparent, traceable import chains in Singapore.

Consumer awareness remains limited

Despite high levels of concern about sustainability, a YouGov survey for the MSC reveals a significant "visibility gap".

According to the research, 58% of shoppers have never noticed an eco-label and only 21% recognise the MSC blue fish mark.

This disconnect between consumer values and product recognition suggests that supply chain teams need to work more closely with marketing and retail partners to ensure certification is visible throughout the customer journey.

For procurement leaders, this means ensuring that certified products are not only sourced but also clearly labelled and positioned to meet consumer expectations.

All supply chain, sustainability, Scope 3 and net zero leaders should attend:

• Procurement and Supply Chain LIVE: The Net Zero Summit - QEII Centre, London, March 4-5
• Procurement and Supply Chain LIVE: The US Summit - Navy Pier, Chicago, April 21-22

Co-located with Sustainability LIVE, these events brings together CSCOs, CSOs and senior decision-makers at a moment when sustainability, supply chains and commercial performance are increasingly interconnected.

Tickets can be booked online today for The Net Zero Summit and The US Summit. Group discounts available.

Traceability drives purchasing decisions

In markets where sustainability matters, transparency has become critical for building consumer trust.

Over half of consumers (55%) rely on government benchmarks for confidence, while 54% view clear origin data as a non-negotiable requirement for retailer trust.

When asked what sustainable seafood means to them, consumers demonstrated sophisticated understanding: 62% of Singaporeans and 56% of Malaysians associate it with well-managed fisheries operating under clear rules.

This means procurement teams cannot rely on vague sustainability claims but must ensure sourcing partners meet recognised certification standards.

In Malaysia, where fishing remains central to coastal livelihoods, 75% of Malaysians believe support and resources are essential for local fishermen to fish responsibly and sustainably.

For supply chain professionals, this could mean working with fisheries to help them achieve certification, rather than simply switching to alternative suppliers.

Retailers must demonstrate commitment

Anne Gabriel, Programme Director for Oceania and Singapore at the Marine Stewardship Council, says: "It's clear that consumers are ready and willing to seek out credible certification, so we're urging retailers and businesses to make MSC eco-label products visible and accessible."

The research shows that over half of Singaporean shoppers (52%) demand a formal commitment to sustainable seafood from retailers.

This expectation places pressure on procurement teams to develop supplier relationships with certified providers and ensure continuity of supply during peak demand periods.

Nearly four in 10 consumers are ready to pay more for responsible sourcing, proving that sustainability is not just an ethical consideration but a commercial opportunity.

For supply chain leaders, this willingness to pay a premium could justify the investment in certification and traceability systems.

Global trends mirror regional demand.

In the UK, MSC reports that retailers saw a significant surge in certified sustainable seafood sales over the 2024-25 period, with 63% of all wild-caught seafood now featuring the MSC blue label.

Seth McCurry, MSC UK & Ireland Senior Commercial Manager, adds: "With almost a quarter of UK consumers (22%) telling us they won't buy fish unless it's sustainable, it's no surprise to see sales of MSC-labelled products continue to rise significantly."

For procurement professionals operating in multiple markets, these global trends suggest that sustainable seafood sourcing is becoming a baseline expectation rather than a differentiator.

Building relationships with certified fisheries and establishing robust verification processes could be essential for maintaining competitive advantage.