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Labels convey product information to consumers.
In addition to fulfilling regulatory requirements
in import markets, a number of labels have been
developed to enable marketers to target specific
segments of consumers in their marketing efforts.
Among the more recent ones are labels claiming fair
trade and environmentally sound practices.
"Fair trade"
Fair Trade Organizations buy products
including seafood directly from organized producers
in Africa, Asia and Latin America, guaranteeing the
producers a higher price for their products.
They also assist producers in product
development, education and training with the aim of
improving their organization and marketing.
Most fish products sold with Fair Trade labels
are frozen or processed products such as canned
tuna. The main markets for these products have been
found in Western Europe, especially Germany and the
Netherlands.
Environmental labelling
Several countries fear that their sovereign
right to fishery management might be infringed by
eco-labelling schemes. However, eco-labels may be
attractive to consumers in some markets but it is
not clear if consumers are willing to pay enough to
cover the costs. If not, the costs will have to be
born by producers. With 50 percent of fish exports
coming from developing countries, this fact will
have particular consequences for producers in these
countries. However, eco-labels can also have the
effect of an additional tool in fisheries
management, alongside more traditional
controls.
Large segments of consumers in many important
markets for fish and fishery products are
increasingly concerned about the sustainability of
fish stocks. It is also clear that these consumers
take a special interest in products with specific
labels certifying the sustainability of the
resource or the use of environmentally friendly
production methods.
Examples of such labels are the ecolabel of the
Marine Stewardship Council, "organic aquaculture"
labels and "dolphin-safe tuna" labels.
With the increase in use of labels, the criteria
of certification and the role of the certifier
become important. Today, many of the labels are
being certified by external entities but there are
no internationally recognised guidelines or
generally agreed certification criteria for how
this should be done.
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