The catch of the day: The shortcomings of promoting sustainable seafood consumption in Peru

Abstract Environmental organizations promote seafood consumption as a more sustainable alternative to other protein sources. However, the extent to which seafood consumption complies with sustainability goals remains an open question. In this context, in Peru, restaurants and environmental organizations actively encourage the consumption of the “catch of the day” (COTD)—opting for available species, using local diversity and seasonal offerings, and avoiding an overreliance on high‐demand resources. This study examines the discursive aspects and practical applications of COTD in Peru. We collected 43 fish samples advertised as COTD in restaurants. The samples were then genetically barcoded to evaluate the incidence of mislabeling. We also analyzed 233 articles published by Peruvian newspapers and news platforms between 2013 and 2022 explicitly mentioning “catch of the day”. Our genetic analysis of COTD tissue samples revealed a mislabeling rate of 60%. We found that news organizations regularly use COTD without its environmental, social, or economic connotations, essentially turning it into a marketing catchphrase with fuzzy meanings mostly related to taste features. Our findings indicate that COTD presents inconsistent interpretations in its discursive and practical uses that fail to warrant sustainable seafood consumption.