Making sense of seafood ecolabelling schemes at producer level: lessons from a Cornish case-study, England

Seafood consumption can support a healthy diet and is a vital source of protein for many, yet seafood production has significant environmental consequences. Ecolabelling schemes are a market-based tool, used for over three decades to promote sustainable exploitation practices. Such schemes aim to increase the information available to consumers regarding the sustainability of the products, encouraging them to preferentially buy more sustainable seafood. By creating a market, or increasing the selling power, of sustainably produced seafood, ecolabels aim to incentivise producers to adopt more sustainable fishing practices. Evidence regarding the impact of such schemes on the supply chain is mixed and remains under-researched, with the majority of ecolabelling studies predominately focused at consumer level (e.g. buying intentions). This paper examines the factors underpinning the success (or lack) of ecolabels at producer level. Interviews of fishermen and a shellfish producer in Cornwall (England) investigated their decisions to participate (or not) in ecolabelling schemes, and their drivers. Four schemes were discussed: South West Handline Fishermen's Association, Marine Stewardship Council, Responsible Fishing Vessel Standard, and the Cornwall Good Seafood Guide. Results highlight four factors that play a key role in the success of a scheme and the producers' willingness to join (and remain part of it): 1) the benefits need to outweigh the financial and administrative burden of being in a scheme; the scheme needs to: 2) fit in the existing governance structure, 3) fit the fishing practices and 4) be relevant for key stakeholders along the supply chain. These factors can help producers identify the right scheme and support the development of new schemes or the improvement of existing schemes, contributing to improved fisheries management.