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Global Whitefish Catch Hits Major Sustainability Milestone, Driven by Industry Leaders and Rising Consumer Demand

Over three-quarters of the world's whitefish is now certified as sustainable, a landmark achievement showcasing the long-term commitments of fisheries and the growing market for responsible seafood.

The global seafood industry has reached a major sustainability milestone, with more than 75% of the world's whitefish catch now certified by the Marine Stewardship Council (MSC). This achievement, highlighted in the 2025 Sustainable Whitefish Yearbook, reflects decades of commitment from leading fisheries worldwide to responsible management and conservation.

Photo: MSC 2025 Sustainable Whitefish Yearbook 

This landmark progress has been powered by longstanding champions of sustainability. The world's largest whitefish fishery, Alaska pollock, and South African Hake are celebrating over 20 years of MSC certification, while New Zealand hoki has been certified for nearly 25 years. The Alaska pollock fishery alone is a model for the industry, valued at an estimated $1.9 billion and supporting nearly 30,000 U.S. jobs. It is the primary source of fish for iconic products like the McDonald's Filet-O-Fish and surimi (imitation crab meat), demonstrating how sustainable practices can support a massive commercial enterprise.

Photo: MSC 2025 Sustainable Whitefish Yearbook 

The report also celebrates newer success stories, such as Australia orange roughy, which achieved certification this year after more than a decade of collaborative work to restore the fishery.

The whitefish market is a key driver of growth for sustainable seafood. It was valued at US$187.90 million in 2023 and is projected to reach nearly US$248.93 million by 2030. A growing diversity of species is meeting this demand, with over 60 different whitefish species now carrying the MSC label, from popular cod and pollock to lesser-known species like pikeperch and sablefish. The focus on sustainability has become a critical tool for fisheries to meet rising consumer expectations for responsibly sourced products.

Photo: MSC 2025 Sustainable Whitefish Yearbook 

MSC certification is a rigorous process, assessing fisheries against three core principles: the sustainability of fish stocks, the maintenance of the marine ecosystem, and the effectiveness of the fishery's management system. To achieve certification, fisheries must score at least 60 on all performance indicators and an average of 80 across the three principles, ensuring that their practices are science-based and transparent.

Nicolas Guichoux, MSC's Chief Program Officer, underscores the importance of this achievement. "Whitefish represents one of the most compelling sustainability success stories in seafood. Many of these fisheries have now maintained certification for decades, demonstrating not only their long-term commitment to operating responsibly but the clear commercial incentive of doing so as well," he stated. "By partnering with some of the world's best-managed whitefish fisheries, we're helping to build a more resilient, responsible supply chain that supports these high-volume, high-demand products for now and generations to come."

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