SCA welcomes mandatory A/I/M seafood origin labelling and calls for the next phase: correct fish names, stronger provenance and transparent compliance reporting
The Seafood Consumers Association Ltd (SCA) has welcomed the commencement of mandatory country-of-origin labelling for seafood served in Australian hospitality venues, describing the reform as an important win for consumers—but only the first step towards genuine seafood transparency.
From 1 July 2026, restaurants, cafés, pubs, clubs, takeaways, food trucks and other hospitality businesses serving seafood for immediate consumption must identify whether their seafood is Australian (A), Imported (I) or of Mixed origin (M) before customers order.
For the first time, Australians eating seafood away from home have a clear right to ask a basic question: where did this seafood come from?
“This is a significant improvement for seafood consumers,” said Roy D. Palmer, Founder and CEO of the Seafood Consumers Association.
“For too long, people ordering fish, prawns, calamari or oysters from a menu have had little or no way of knowing whether the seafood was Australian, imported or a mixture of both. The new A/I/M system gives consumers a clearer starting point and gives honest hospitality businesses an opportunity to show pride in the seafood they serve.”
However, Mr Palmer said the new labels should be viewed as the beginning of a wider consumer-information journey—not the end.
“Origin matters, but origin alone does not tell the whole story,” he said.
“An ‘A’ on a menu is useful, but consumers should also be able to know what species they are buying, whether the name on the menu is accurate, whether a regional claim can be supported, and whether the business has reliable supplier records behind the description.”
The SCA said the next stage of reform should focus on three practical principles:
- Use approved Standard Fish Names (AFNS AS5300) at all times, with the supplier invoice as the point of reference;
- Provide clear and truthful menu descriptions, particularly where a venue makes a species, regional, farm or quality claim; and
- Publish annual compliance information, so consumers and responsible businesses can see how the new requirements are being implemented nationally.
Mr Palmer said the new hospitality rules also provide a timely reminder that consumer confidence depends on more than labels alone.
“Seafood is one of Australia’s healthiest foods and an important part of national food security,” he said.
“But seafood is also one of the most complex foods to buy. Species can be substituted, names can be confusing, products can be imported through long supply chains, and menu descriptions can create an impression that is not always supported by evidence.
“Consumers should not need to become seafood detectives simply to order dinner.”
The SCA is encouraging consumers to use the new system actively.
“Look for A, I or M before ordering,” Mr. Palmer said. “If it is missing, politely ask the venue how it is complying with the new law. Then ask the next question: what species is it?
“Businesses should welcome those questions. A restaurant, café, fish-and-chip shop or pub that knows its seafood, uses correct names and can refer back to supplier invoices is demonstrating professionalism—not creating extra work.”
The Association said hospitality operators can use the reform to strengthen customer trust, particularly where they are sourcing Australian seafood, supporting local producers or offering detailed provenance information.
“The strongest businesses will not treat this as red tape,” Mr. Palmer said. “They will treat it as an opportunity to tell a better seafood story—one built on accurate information, trained staff and respect for the customer.”
The SCA will continue to advocate for a consumer-first seafood system in which people can make informed choices based on clear origin information, approved fish names, honest descriptions and evidence throughout the supply chain.
“Knowing whether seafood is Australian, imported or mixed is a valuable first step,” Mr Palmer said.
“But real consumer choice means knowing what the seafood is, where it came from, and being able to trust the answer.”
Consumer First. Honest names. Clear origin. Trusted seafood.
ENDS
Media contact:
Roy D. Palmer
Founder and CEO, Seafood Consumers Association Ltd
M: +61 492 825 012
E: seafoodsdg@outlook.com; sca@rosemallowtech.com
Background: Mandatory country-of-origin labelling for seafood sold in hospitality settings commenced on 1 July 2026. Businesses must display whether seafood is Australian (A), Imported (I) or Mixed origin (M) in a way that is clear and visible to customers before they order.
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