New research from the Marine Stewardship Council (MSC) has found two in five (41%) Australian seafood consumers don’t think their favourite fish or seafood will be available to eat in 20 years, with 87% worried about the state of the world’s oceans.

The research, released for Australia’s first Sustainable Seafood Month, reveals a gap between Australians’ concern for the ocean and the choices they report making at the shops.

While 76% believe we need to consume seafood only from sustainable sources to help save the ocean, just 30% say they bought seafood they believed was more sustainable in the past year.

Trust is part of the challenge. Three in four (74%) want to know the fish they buy can be traced back to a known and trusted source, 77% believe supermarket and brand sustainability claims should be clearly labelled by an independent organisation, and 69% sometimes doubt the fish they buy is really what the label says it is.

Sustainable Seafood Month

The month-long campaign aims to help more people act on their good intentions by looking for the MSC blue fish tick label when buying seafood. It brings together seafood producers, retailers and food personalities to help Australians understand how sustainably sourced seafood means more fish in our oceans, and discover new ways to cook with MSC-certified seafood.

Marine Stewardship Council Program Director, Anne Gabriel, said sustainable fishing means more fish, more life in our ocean and more for tomorrow.

“Two in five Australian seafood consumers worry their favourite seafood won’t be available in 20 years. That concern is understandable, and people want to know their choices can make a difference.

“The blue fish tick is easy to spot, but there is a great deal behind it: independent assessment of the fishery against rigorous, science-based standards, and checks that trace certified seafood through the supply chain to the product people take home. Shoppers don’t have to navigate all that complexity themselves.

“By choosing seafood with the blue fish tick, people support fisheries and fishing communities working to safeguard ocean life and keep seafood available for future generations. It’s a meaningful choice, whether they make it deliberately or simply spot the label while shopping.”

Celebrity chefs inspire

Chef and television personality Courtney Roulston and Man Can Cook creator Daniel Rankin are backing Sustainable Seafood Month, cooking together at the One Ocean. Two Cooks event on Friday 23 October at the Sydney Fish Market.

Across two intimate sessions of 84 guests, the pair will cook live, share the stories behind their food and offer practical tips for cooking seafood at home. MSC-certified seafood served at the event will include Fremantle Octopus, Skull Island Tiger Prawns, West Australian rock lobster, New Zealand hoki, Little Tuna and Walker’s Tuna.

Event details:
One Ocean. Two Cooks, presented by the Marine Stewardship Council
Friday 23 October 2026, 3.30pm to 5.30pm or 6.30pm to 8.30pm AEDT
Sydney Fish Market, 1 Bridge Road, Glebe
Tickets from $79, including booking fees, at msc.org/cook.