Can sustainability certifications become a business advantage without losing their true purpose?

Yesterday, our CEO, Christopher Tan Puay Liang, was invited by Global Seafood Alliance to join a discussion on “Certification as a Business Advantage: Meeting Retailers & Foodservice Expectations in Responsible Seafood.”

From a buyer’s perspective, Christopher shared an interesting observation: sustainability certifications are increasingly becoming a marketing strategy, with certification sometimes helping products position themselves as premium and command higher prices.

But the bigger question remains: Are we bringing sustainability back to its core meaning — ensuring there is enough fish in the water and preventing overharvesting?

During the panel, Syamsul (sam) Arifin from Global Seafood Alliance asked whether sustainable certification always means a higher price. Christopher’s answer: yes and no.

When a certification becomes common across the market — such as BAP certification for shrimp — it may no longer create a significant premium. But when only a few products carry a particular certification, it can become a differentiator and command a higher price.

SOPARAT BAMRUNGSAK from Control Union also highlighted another critical point: certification is only as strong as the verification behind it. Reliable auditors and, when necessary, unannounced audits are essential to ensure sustainability practices continue beyond the audit itself.

Ultimately, certification should be more than a label or marketing tool. It should be a commitment to making responsible seafood truly sustainable — from the market all the way back to the water.
#SEASIA26 #MidaAtSEA2026 #SeafoodExpoAsia #SeafoodExpo #TradeShow #B2BNetworking #SeafoodIndustry #GlobalSeafoodAlliance

Can sustainability certifications become a business advantage without losing their true purpose?

Yesterday, our CEO, Christopher Tan Puay Liang, was invited by Global Seafood Alliance to join a discussion on “Certification as a Business Advantage: Meeting Retailers & Foodservice Expectations in Responsible Seafood.”

From a buyer’s perspective, Christopher shared an interesting observation: sustainability certifications are increasingly becoming a marketing strategy, with certification sometimes helping products position themselves as premium and command higher prices.

But the bigger question remains: Are we bringing sustainability back to its core meaning — ensuring there is enough fish in the water and preventing overharvesting?

During the panel, Syamsul (sam) Arifin from Global Seafood Alliance asked whether sustainable certification always means a higher price. Christopher’s answer: yes and no.

When a certification becomes common across the market — such as BAP certification for shrimp — it may no longer create a significant premium. But when only a few products carry a particular certification, it can become a differentiator and command a higher price.

SOPARAT BAMRUNGSAK from Control Union also highlighted another critical point: certification is only as strong as the verification behind it. Reliable auditors and, when necessary, unannounced audits are essential to ensure sustainability practices continue beyond the audit itself.

Ultimately, certification should be more than a label or marketing tool. It should be a commitment to making responsible seafood truly sustainable — from the market all the way back to the water.
#SEASIA26 #MidaAtSEA2026 #SeafoodExpoAsia #SeafoodExpo #TradeShow #B2BNetworking #SeafoodIndustry #GlobalSeafoodAlliance