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

Author: Emily Kroft, Erika Luna, Sara Elder

Manitoba’s fisheries supply fish to domestic and international markets. While 20% of Manitoban fish is consumed within Canada, 80% goes to international markets, predominantly the United States and Europe. The present report analyzes European and U.S. market trends in the certified sustainable fish and seafood sector with the goal of unpacking the implications for Manitoba commercial fishers. Additionally, it provides guidance on how to communicate the benefits of eco-certification to Manitoba commercial fishers.This report builds on the International Institute for Sustainable Development’s 2024 report, The Case of Eco-Certification in Manitoba’s Commercial Fisheries, which reviewed the potential benefits of pursuing eco-certification for Manitoba’s commercial freshwater fisheries. It concluded that Manitoba’s commercial fisheries stand to benefit both directly and indirectly from acquiring eco-certification, with the direct benefits being greater for larger fisheries. Specifically, it identified the following market benefits for eco-certification:

  1. Eco-certification can lead to an avoided loss of markets valued at CAD 250 for every CAD 1 invested for large lakes, or CAD 16 for every CAD 1 invested for small lakes. This means that for every CAD 1 invested in eco-certifying a fishery, CAD 16 of that fisheries’ value is protected from market loss.
  2. Eco-certification provides a greater opportunity for brand building for Manitoba fisheries as a sustainable option for the eco-conscious consumer.
  3. Eco-certified lakes tend to have more stable fish stocks over the long term and are less vulnerable to stock collapse. This makes the supply of fish to markets more reliable.

This follow-up report aims to elaborate by examining market trends at the consumer end of the supply chain in both the United States and Europe, thereby providing further information on the potential benefits of eco-certification for fisheries. This is an important point to address because 80% of Manitoba’s fish is sold to international markets, especially in the United States and Europe.

 

DOWNLOAD REPORT