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Sales of ASC-certified products in the Netherlands rise by a third to 200 million euros

June 19, 2018

Total sales of ASC-certified products in Dutch supermarkets increased by a third in 2017 as shoppers continue to embrace responsibly sourced seafood.

Analysis by research agency IRI found that sales of ASC-certified seafood in supermarkets was over 200 million euros in 2017 – a 33 percent increase on 2016. That’s 50 million euros more being spent on responsibly sourced seafood in Dutch supermarkets. 

The robust growth in the value of ASC-certified sales is part of a wider trend of rising awareness of the importance of certification among Dutch shoppers, with seafood leading the way. In the Netherlands in 2017 one in every seven euros spent on supermarket food was on the purchase of products with a certification mark. For seafood, the figure is even higher, with two in every three euros spent on a product with the ASC or MSC certification mark – that’s 66% of supermarket seafood sales. 

The figures show that even though shoppers in the Netherlands are among the most aware of the importance of responsible seafood in the world, there remains a great deal of potential for growth in this area for retailers and producers. 

Anne-Marie Kats, Commercial Marketing Manager of the ASC in the Netherlands, said: “These results are a huge vote of confidence from Dutch consumers in the importance of ASC-certification and responsibly sourced seafood. 

“The big growth in sales proves the value of credible certification for retailers and consumers alike. For shoppers who want to know their food is produced by farmers that protect the environment and safeguard workers and communities, there is more choice than ever in Dutch supermarkets. For retailers and producers, certification is an effective way to demonstrate quality. 

“Many suppliers and retailers in the Netherlands have led the way when it comes to embracing certification and these sales figures show that this has been appreciated by their customers. Hopefully this will encourage many more to follow suit.” 

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