From wild-caught to aquaculture, our laboratory methods confirm the real origin of seafood. We combine chemical fingerprints with reference datasets to validate origin at the site, regional or country level and support due diligence and market integrity.
Fish traceability & seafood fraud
With the substitution of seafood sold to be estimated at 30% globally, it is costing Australian seafood exporters millions of dollars and eroding consumer trust. Rates of seafood product mislabelling and substitution in the global seafood and aquaculture sector remain unclear, as the tools required to identify seafood origin and species information accurately are limited and often not economically viable.
Source Certain is a proud member of Seafood Industry Australia (SIA) and Women in Seafood Australia (WISA).
Source Certain holds a long-term commitment to the Australian seafood industry, working with industry bodies and producers to build consumer trust, protect industry value and identify substitution and false claims.
Key issues facing the seafood supply chain
Misleading sustainability claims
Seafood products often come with sustainability labels or certifications. Food fraud can involve false sustainability claims or the misuse of these labels to mislead consumers and increase sales.
Mislabelling of farmed fish
Fraudulent suppliers within the seafood supply chain or within a fish market may mislabel farmed fish and illegally caught fish as wild-caught to command higher prices and capitalise on consumer preferences for wild-caught seafood. Mislabeled seafood is unfortunately a common form of seafood fraud that our origin verification services aim to eliminate.
Country of origin misrepresentation
This involves labelling seafood as originating from a specific region known for its high-quality seafood, when it may actually come from elsewhere, which could include areas where illegal or unethical practices are involved.
Species substitution
Low-value or less desirable fish species may be labelled as more expensive in grocery stores, carrying a premium brand.
Origin verification of seafood products
Source Certain is collaborating with Australian seafood producers and broader industry groups to enhance consumer and industry confidence. We have an ongoing program with the Australian prawn industry and the Australian Farmed Barramundi Association. Our seafood verification service provides scientific evidence of product origin, tracing it back to the wild fishery or an individual pond on an aquaculture farm. It can verify if seafood labelled ‘Australian’ is genuine and underpin the integrity of sustainable sourcing claims made at the point of origin.
We can sample seafood products at any point in the supply chain to provide assurance of origin claims from production to retail and identify ‘problem areas’ where substitution has occurred, whether it’s straight from the fishing boats, in a fish market, or being sold within grocery stores.
Source Certain’s robust and trusted science offers assurance to retailers and stakeholders by adding a layer of credibility to sourcing claims that consumers can trust. In the export market, our service guarantees that supply chain partners are assured that the seafood products they are trading are sourced from where they claim to originate.
Frequently Asked Questions
How common is seafood fraud across the globe?
The mislabelling of seafood products is widespread. Rates vary by species, outlet, and region, but the global signal is consistent: seafood fraud is a common issue in the seafood industry.
What happens when seafood products are mislabelled?
Mislabeled fish can expose consumers to health risks when species with advisories are sold as safer alternatives, undermining informed, sustainable choices. Regulators have brought criminal cases against those who have defrauded customers for years.
Do you provide species identification of seafood?
Yes. Species identification is typically performed using validated methods, such as DNA barcoding, to confirm whether the product matches its label. This provides objective evidence to investigate seafood substitution and correct market claims.
What are some of the most common seafood products that are mislabelled?
Common problem areas include snapper and grouper, as well as tuna products, including items sold as white tuna that may actually be a different species, such as escolar. Prawn products are also frequently mislabelled in some markets. The exact pattern varies by region, outlet and time.
Why do companies commit seafood fraud?
The drivers are largely economic, including price premiums for certain species or origins, and incentives to pass off cheaper or illegal catch as higher-value. Complex, multi-step supply chains create opacity that increases opportunity.
Our seafood verification solution
Source Certain’s provenance science verifies the origin of seafood products through scientific analysis of physical product samples, mitigating these risks.