What’s Really on Your Plate? 3 Reasons Your Seafood Could Be Mislabelled

Imagine standing at a seafood counter, excited to pick up fresh, wild-caught red snapper. You look at the vibrant display, trust the label, and pay a premium for quality. But when you get home, and cook it, something’s not right—the colour, the flavour, the texture all seem off. What you thought was a red snapper might actually be a cheaper substitute, cleverly marketed and even dyed to look the part.

Seafood mislabelling like this happens more than most people realise, and it’s not always intentional. From translation errors to economic pressures and the confusing use of common versus scientific names, there are real challenges that affect the seafood on our plates.

Mistranslations

Seafood is traded globally, passing through multiple hands and often multiple languages. Along the way, well-intentioned translations can create some big issues.

Take the Spanish word merluza. In English, it refers to hake—a distinct species with a unique flavour profile and price. But if someone mistranslates it as "cod" or "whiting," it not only misleads the customer but also creates unnecessary confusion for retailers and restaurants.

These translation mishaps can also misrepresent sustainability practices, leaving conscientious consumers in the dark.

Economic Pressures

Economic pressure is a major force behind mislabelling. In seafood markets, some species command a much higher price, and the temptation to substitute lower-cost fish for high-demand varieties is strong.

Consider the case of red snapper, which is frequently mislabelled to justify higher prices. Research shows that nearly a third of "red snapper" sold in the U.S. isn’t red snapper at all but cheaper substitutes like rockfish or tilapia.?

In other cases, suppliers might label farmed salmon as wild-caught or call Atlantic salmon "Alaskan" to appeal to eco-conscious buyers, even though these distinctions make a big difference in both price and sustainability.

Common Names vs. Scientific Names

When you’re at the seafood counter -?scanning labels that include a mix of scientific and common names - you have to wonder, which one’s the real deal?

This issue comes up when different species get marketed under a single common name.

A prime example is “sea bass”—a term that covers multiple species, including European sea bass and black sea bass. Despite their differences in taste, habitat, and even fishing methods, they can end up with the same name on the label, making it hard for consumers to understand what they’re really buying.

Without clear scientific names, even well-meaning fishermen, sellers, and buyers can get tripped up.

Another common mislabelling happens with "white tuna," which should technically refer to albacore. However, sellers sometimes use this term for escolar, a different fish entirely.

If labels used scientific names, there’d be less chance of mistaken identity and less wiggle room for mislabelling to occur.

How We Can All Help Make Change

It’s easy to feel overwhelmed by the scale of mislabelling, but we all have a role to play in building a more transparent seafood industry. Technologies like traceability systems are helping track fish from bait to plate, providing accurate information from each stage. And as consumers, staying informed and supporting sellers who prioritise transparency can make a world of difference.

By addressing these causes, we can help build a seafood supply chain that’s as reliable as it is delicious. When labels and sourcing practices are accurate, everyone benefits, from fishermen and suppliers to the seafood lover at that seafood counter.

The easiest way to know if your purchase is the real deal?

Look for the SFS Trace QR code and follow the journey of your seafood.?

When you see an SFS Trace QR Code, you don't need to worry about mislabelling. Our QR means we've audited and validated all the documents so that what you're purchasing is what the label says.

If you're a consumer look out for packaging with our QR codes.

If you're a producer, get in touch with us to help you audit your supply chain and ensure end-to-end traceability for your consumers.

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