Drawing the line between sustainable and unsustainable fish: Product differentiation that supports sustainable development through trade measures
Abstract Background Unsustainable production practices and increased demand for fish have aggravated negative social, ecological, and environmental impacts in fisheries and aquaculture. Measures to correct bad practices have mainly been introduced by private actors. However, there is increased demand for state intervention, particularly regarding trade regulations concerning fish and other agricultural products. Building on discussions regarding product differentiation through trade measures that favor sustainable products, this study looked at how sustainable and unsustainable fish has been distinguished in Switzerland. In interviewing experts in the fish trade and sales business in Switzerland, the research aimed at understanding the actors and forces that shape the concept of sustainable fish in the country. Results Three ways of product differentiation for sustainable fish by private actors were identified: ecolabels, “Swiss produce,” and recommendations in the form of a “consumer guide for fish”. Consumption of sustainable products is currently constrained mainly due to price. Defining “sustainable fish” is challenging and subject to interpretation. All existing measures to differentiate sustainable from unsustainable fish products in Switzerland have shortcomings, particularly in terms of discrimination and inclusiveness. Fish ecolabels play a key role in product differentiation, but experts believe that they fail to accomodate all aspects of sustainability. Conclusion Our findings imply that the Swiss state should play a more important role if it targets to fulfill the promise of article 104a of the Swiss Constitution, which seeks to foster sustainable production and cross-border trade relations that contribute toward this goal. Due to similarities between the Swiss and other European fish markets, we assume that governments in general must have an active role in shaping the definition and trade of sustainable fish products. Preferred trade treatment for sustainable fish products is a potential option to increase the production and consumption of sustainable fish. When designing measures for product differentiation, a careful choice is paramount so as not to violate existing trade obligations.