New Seafood Sustainability Labels Help California Shoppers

The grocery chain Erewhon is using in-store prompts to help shoppers identify sustainable products.

Updated on Oct. 29, 2026 in Organic Food

Bold vector editorial illustration of an artisanal plate featuring a simplified fish silhouette, representing sustainable seafood grocery choices. — Erewhon is deploying new seafood sustainability labels across its California locations to guide shoppers toward products certified by major environmental standards. AI Illustration. Upload story photo >

Live Poll

Do you prioritize seafood products with independent sustainability certifications when shopping for your household?

The grocery chain Erewhon has launched a new campaign across its 14 California locations to help shoppers identify sustainable seafood. The effort includes new inventory and educational digital content focused on seafood certified by the Aquaculture Stewardship Council and the Marine Stewardship Council.

Why it matters

Understanding sustainability labels can help shoppers make more informed choices about their food sources and environmental impact. This campaign aims to simplify the process of navigating complex seafood certifications for consumers.

A survey of 9,195 consumers found that 52 percent of U.S. seafood shoppers recognize sustainability certification labels. Among those aware of the Marine Stewardship Council label, 82 percent report trusting it, up from 73 percent in 2024.

The players

Erewhon

A California-based natural foods grocery chain that prioritizes organic and sustainable products.

Mascha Davis

A registered dietitian who collaborated on an educational social media series about food labels.

The details

Erewhon is using in-store signage and point-of-sale visual prompts to explain what Aquaculture Stewardship Council and Marine Stewardship Council certifications represent. By partnering with influencers for educational social media content, the retailer is attempting to bridge the gap between complex sustainability data and everyday grocery shopping. The initiative seeks to standardize sustainable sourcing, with all fresh seafood currently sold at the 14 retail locations meeting these two certification standards.

August 2026: Erewhon added two new certified products to shelves.
September 2026: Erewhon added six new labeled products to shelves.
October 2026: The chain hosted a wellness event at its Glendale, California location.

Health Landscape

This effort aligns with a broader industry trend toward increasing transparency in the sustainable seafood market through standardized third-party certification. It reflects a shift where retailers act as intermediaries to help consumers translate environmental claims into daily purchasing habits.

Shoppers can use these certification labels as a quick visual cue to identify seafood that has met specific environmental and sustainability standards. When evaluating new food choices, consider how these third-party labels align with your personal values regarding sustainable consumption.

The takeaway

Sustainability labels like those from the MSC and ASC are designed to help consumers identify products that meet specific ecological standards. When shopping, look for these visual markers on packaging as a simple way to verify the source and sustainable status of your seafood.