Retailers across North America and Europe are increasingly embracing the Aquaculture Stewardship Council’s (ASC) enhanced farm standard as consumer demand for responsibly sourced seafood continues to drive corporate sustainability commitments. The third-party certification provides what industry leaders describe as crucial assurance value for meeting customer expectations and corporate responsibility goals.
With more than 1,200 ASC-labeled products available in the North American market—including over 650 in the United States—retailers are positioning certified seafood as a competitive differentiator while addressing growing consumer awareness about aquaculture practices.
“Many retailers have welcomed the ASC animal welfare principle through extensive discussions with us. Their enthusiasm for the principle has been very positive,” explains Maria Filipa Castanheira, Health and Welfare Standards Manager at ASC.
US market demonstrates strong growth momentum
The United States has experienced significant expansion in ASC-labeled products, with over 180 new items added in 2024 and continued growth throughout 2025. Major retailers have responded to consumer demand through strategic commitments and product line extensions.
“Demand for high quality value-added products is on the rise, while today’s shoppers increasingly want to know more about where their seafood came from and how it was raised,” Athena Davis, Marketing Manager at ASC North America, tells Sustainable Food Business.
Costco has expanded its relationship with ASC by committing to sourcing certified seafood and prioritizing projects that promote ASC-labeled products. The retailer is increasing the volume of ASC-sourced seafood items sold globally, with responsibly farmed products available across fresh, frozen, and shelf-stable categories in Costco warehouses.
Meanwhile, Target has increased ASC-labeled product availability as part of its Commitment to Sustainable Seafood, adding six new salmon SKUs under the Good & Gather brand in 2024-25 across hundreds of US stores. The company continues seeking new wellness products, including certified seafood options. Additional ASC-labeled products are now available at IKEA and Walmart, as well.
Upscale grocer Erewhon Market has added ASC-labeled products to its sustainability-focused offerings, including Faroe Island salmon and Rainbow trout from Idaho-based Riverence Provisions. “Riverence exists to provide a better source of seafood – responsibly raised and remarkably delicious,” says Todd English, Riverence Provisions Director of Sustainability. “Partnering with Erewhon and ASC brings that story to life for value-driven shoppers who care deeply about their food choices.” A third ASC-labeled branzino item is set to launch in fall 2025 across Erewhon’s 11 Los Angeles-area locations.
On top of this, regional chain H-E-B has debuted new ASC-labeled products, including Foppen’s Hot Smoked Norwegian Atlantic Salmon Bites in Garlic & Herb flavor. “We love it when food trends combine, and in this case, Foppen and H-E-B have brought to market a healthy and convenient new product that also gives shoppers a chance to make a difference,” says Davis.
European market leadership establishes business case
European retailers have established comprehensive commitments to ASC standards across multiple markets. In the UK, Sainsbury’s achieved a milestone by becoming the first supermarket to offer 100% ASC-certified fresh Scottish salmon, while Iceland UK has expanded its ASC-certified range to include six own-label products and pioneered ASC and MSC co-labeled offerings. The major grocery chain aims to increase its ASC-certified own-label range to over 25 products by 2026, including all whole prawn products carrying the ASC logo.
Continental European adoption reflects similar market dynamics, with French retail giant Carrefour selling ASC-labeled salmon and shrimp at fresh fish counters. Its chain in Italy has similarly committed to sourcing growing percentages of certified farmed seafood, launching its first ASC-labeled mussel product in 2018 and now offering 25 different ASC-labeled products.
In Spain, El Corte Inglés became the first retailer in the country to sell ASC-certified fish at fresh counters, while Netherlands-based Albert Heijn has integrated the ASC Feed Standard within sourcing policies, demonstrating comprehensive supply chain commitment. Nordic retailer S Group committed to sourcing ASC-labeled fresh salmon and fish products under private label selections across approximately 2,000 outlets in Finland, while ASC has launched producer marketing programs targeting Norwegian salmon producers.
Meanwhile, Italian frozen food leader Findus has achieved 100% ASC and MSC certified products across its portfolio. “As a market leader, we are aware of our responsibility and are proud to have inspired the entire sector, reaching the target set in 2017 and constantly promoting a shared sustainability model,” says Renato Roca, Country Manager of Findus Italia.
The certification provides verification that farming operations meet environmental sustainability, social responsibility, and animal health and welfare standards through independent auditing processes. Consumer research supports retailer investments in certified seafood, with studies indicating willingness to pay premiums for products from companies with demonstrated responsible practices.
