Can sustainable seafood really save both the planet and your profit margins? The answer, increasingly, is yes.

With the Australian seafood market projected to grow from AUD 3.9 billion in 2024 to AUD 5.9 billion by 2033, sustainability is no longer a nice-to-have—it’s a business imperative. Foodservice operators are expected to do more with less: deliver high-quality meals, reduce environmental impact, and stay cost-competitive.

That’s where smart sourcing and strategic planning come in. Brands like Blue Wave, part of the KB Seafood Co family, are helping operators meet these challenges head-on—offering value-driven seafood options, including a growing number that are responsibly sourced and certified by third parties such as the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC).

The current state of sustainable seafood in australia

Australian diners are making more environmentally conscious choices. According to Marine Stewardship Council research, 75% of Australians believe we must consume only sustainably sourced seafood to protect the ocean. And this mindset is influencing purchasing behaviour—shoppers now spend nearly $400 million on MSC-certified seafood annually, with volumes tripling over the past decade.

Two certification programs are leading the way:

 

• Marine Stewardship Council (MSC) – for wild-caught fisheries

• Aquaculture Stewardship Council (ASC) – for responsibly farmed seafood

These ecolabels provide transparency and trust, giving foodservice operators the confidence to promote their sourcing practices. However, it’s important to note that not all seafood on the market carries these certifications.

Blue Wave recognises the importance of sustainable sourcing and is proud to offer a selection of MSC- and ASC-certified products tailored for foodservice. These products are designed with operational efficiency and minimal waste in mind.

"Almost 1 in 5 Australian restaurants introduced more eco-friendly and sustainable options in 2024", according to Nestlé Professional’s Foodservice Trends report.

Understanding ESG in Foodservice

Environmental, Social, and Governance (ESG) standards are reshaping expectations across the hospitality sector. Foodservice providers are expected to demonstrate measurable impact across all three areas:

Environmental

• Source certified sustainable seafood where available

• Reduce packaging waste and improve energy efficiency

• Consider carbon emissions from storage, freight, and distribution

Social

• Uphold ethical labour practices across the supply chain

• Support local jobs and seafood communities where possible

• Build community trust through transparent sourcing and staff training

Governance

• Maintain accurate records of sourcing and certifications

• Stay compliant with evolving regulations, such as Australia’s 2025 seafood origin labelling laws

• Report on sustainability outcomes using verifiable metrics

Blue Wave integrates ESG principles into sourcing, packaging, product development and logistics—helping its customers align with sustainability goals while being transparent about which products meet certification standards.

The business case for responsible seafood choices

Sustainability isn’t just the right thing to do—it’s smart business. Research indicates a sustainability focus can reduce costs by up to 30%, especially when paired with efficient procurement and waste reduction.

Key Business Benefits:

• Lower waste through portion control, format variety, and trim-friendly products

• Reduced labour costs with pre-prepped, ready-to-cook options

• Greater menu flexibility by incorporating alternative and underutilised species

• Higher customer engagement from visible sustainability commitments

Blue Wave’s value-led model is built around these efficiencies. With frozen and chilled seafood solutions that support diverse menus, cater for quick service and à la carte venues alike, and offer reliable availability, Blue Wave helps reduce variability while promoting high-quality standards.

In addition, 54% of Australians trust ecolabelled seafood, and 36% have increased their purchases in the past year. This reflects a larger shift—where price is still important, but quality and provenance are now front-of-mind.

Getting started: practical steps for food service operators

Implementing more responsible seafood choices doesn’t need to be an overhaul—it’s about incremental improvements across menu planning, operations, and communication.

1. Menu Planning

• Prioritise seasonal, abundant certified species when available

• Use flexible descriptions to allow responsible substitutions

• Combine premium options with accessible, versatile value choices

2. Waste Reduction

• Choose pre-portioned, frozen or MAP-packed products to improve yield

• Reuse offcuts and trimmings in stocks, pies, soups or specials

• Use batch-friendly seafood to maintain consistency and limit spoilage

3. Supplier Partnerships

• Work with trusted suppliers who prioritise sustainability and can verify it

• Request traceability documentation and certification records

• Explore brands like Blue Wave that offer ready-to-serve formats and a growing number of certified products

4. Staff Training

• Train front-of-house teams to speak confidently about seafood choices and provenance

• Equip kitchen staff with prep techniques that minimise waste

• Make sustainability part of your team culture through shared stories and wins

Sharing your sustainability story

Once you’ve made positive changes, communicate them clearly—customers are increasingly choosing businesses that align with their values.

• Display MSC and ASC logos where applicable

• Be transparent about which products are certified

• Use QR codes or scannable menus to share supplier stories and credentials

• Promote your commitment via social media and customer newsletters

Blue Wave supports its partners with on-pack certification, POS materials, and digital content to help bring your sustainability narrative to life.

looking ahead: staying competitive in a responsible future

Sustainable and responsibly sourced seafood is becoming the new norm in foodservice. The push for decarbonisation, evolving consumer expectations, and increasing supply chain scrutiny all point in one direction: forward.

At Blue Wave, we continue to invest in:

• Expanding our range of responsibly sourced, value-added products

• Enhancing product traceability and certification labelling

• Collaborating with chefs, food scientists, and sustainability experts to lead best practice in seafood preparation and presentation

As the market grows foodservice operators that embrace responsible seafood practices now will be better positioned to succeed.

Whether you're just starting or scaling your program, Blue Wave is here to help.

Let’s get more seafood on the menu—responsibly.