As part of the EU GAIN Project, Wesley Malcorps and other project partners visited seafood trade exhibitor booth messaging strategies in China, which is the largest seafood producer in the world by volume.

They also observed trading booths in Europe and America. These are considered the major seafood consuming regions in terms of value.

They observed logos and word use on booths in Brussels, Boston and at three shows in China (Guangzhou, Qingdao and Shanghai) to determine the key messages communicated by seafood sellers to their buyers.

European and American seafood traders showed a high interest in “sustainability” messaging, which is driven by consumer demand for ecolabels and sustainable production practices, while Chinese traders showed a relatively higher interest in messaging around “safety” and “quality”.

The use of “safety” messaging can be traced back to concerns around food safety and efforts to address public concerns related to public health scandals.

The use of “quality” messaging is strongly associated with signalling about the natural characteristics and health benefits of seafood consumption in the Chinese market.