Historians believe that some of our earliest human ancestors first ate fish about 2 million years ago. According to science, they gathered in ancient lakes and rivers in what we now know as Kenya and caught catfish with stone tools. At that time, seafood was an essential source of nutrition for our ancestors. Today, we have plenty of food to choose from, but we still have a big appetite for deep blue sea creatures. According to some estimates, global seafood production reached a staggering 179 million metric tons in 2018, and most of it was consumed by humans.
But there’s a problem with the amount of fish, shrimp, crabs, lobsters and other sea creatures we’re eating: Research suggests the ocean can no longer keep up with our needs. According to the World Bank, about 90 percent of global marine fish stocks are either fully exploited or overfished. This is bad news for underwater ecosystems, as it creates a catastrophic imbalance, resulting in the loss of vulnerable marine life.
But fishing gear itself poses a threat to wildlife. When industrial fishing trawlers drag their nets through the ocean, they not only catch fish, they also accidentally catch animals such as seals and seabirds. According to a study by WWF and Sky Ocean Rescue, about 720,000 seabirds, 345,000 seals and sea lions, 300,000 cetaceans, 250,000 turtles and millions of sharks die each year after being caught in the fishing industry.
All of this is incredibly complicated to fix. The global seafood market is a lucrative industry, valued at more than $257 billion, and is dominated by several large corporations such as Japan’s Mitsubishi Corporation, the US’s Red Chamber Group and Norway’s Movie. But at least one big player in the industry, Thailand’s Thai Union, is ready for change. Here’s more on what seafood might look like in the future (hint: it might be less about the fish and more about the plants).
Seafood industry giant embraces vegan innovation
In 2021, Thai Union, one of the world’s largest seafood producers, made headlines when it announced it was preparing to launch vegan tempura shrimp. This isn’t the first time the big company has dipped its toe into the plant-based sector – earlier, it launched plant-based crabcakes and dim sum in the foodservice sector.
In 2023, the company is more committed than ever to the world of plant-based seafood. This is certainly driven by consumer demand, but also by the exciting untapped creative potential of vegetarian seafood and its environmental benefits.
“While the alternative meat market is fairly developed, the alternative seafood market is still in its infancy,” Maarten Gerait, managing director of alternative protein at Thai Union, told VegNews. While it’s true that the plant-based meat market is expected to hit more than $15 billion by 2027, right now, estimates indicate that the plant-based fish market will hit $1.3 billion by 2031. It’s growing, but there’s still plenty of room for more.
“The potential is extremely exciting and incredibly relevant for a responsible seafood player,” said Gerats. “This demand will drive innovation within the seafood industry, and we will undoubtedly see more future-fit, alternative seafood solutions in the coming years. Consumers are very willing to try new propositions, but brands need to be influenced to drive repeat spending.”
In the UK and Europe, one of Thai Union’s most recognized brands is John West. When it comes to tinned tuna, you can find it in most fish-food consumers’ cupboards. Capitalizing on this belief and, indeed, to impress consumers, earlier this year, John West launched Vegan Fish-Free Tuna with Tomato and Basil and Vegan Fish-Free Tuna with a Dash of Oil in the Netherlands, where 42 percent of the population has a flexible approach to diet. followed by
The launch supports Thai Union’s Healthy Living, Healthy Oceans initiative, which aims to strengthen its growth and profitability while focusing on health, well-being and sustainability. “The world needs this change,” Geraets said. “In my view, the seafood industry needs to adapt and embrace the rich opportunities presented by this shift in consumer behavior.”
John West
Joining Vegan Innovators
But even the biggest company can’t transform an industry alone. And they don’t have to, because right now, the food industry has no shortage of brands developing creative, great-tasting vegan seafood products.
Good Catch, for example, recently debuted the first plant-based salmon burger in the United States. Canadian brand Garden is known for its crabless cakes, while US brand Ish Food Company, a certified B corporation, makes everything from vegan shrimp to vegan lobster.
Last year, Thai Union partnered with the latter to increase its production and distribution and subsequently invest in growing the sustainable vegan seafood space. It has partnered with French algae company Algama, and other marine giants are also starting to see the potential of plant-based innovation. In 2020, Bumble Bee Foods, a leading producer of canned tuna, partnered with Good Catch to bring its plant-based fish products to more consumers.
Much like Garretts, Bumble Bee Foods president Jan Tharp believes this is “critically important” for the seafood industry. “As an art [we need to] Continuing to find innovative solutions to double growth with environmental impact,” he said in a statement. “Providing great-tasting alternative ways for consumers to enjoy ocean-inspired cuisine is a key pillar of our long-term commitment to ocean health.”
Other companies keep things in-house. After spying the potential in the vegetarian seafood sector, Conagra Brands, another food industry giant, launched fish-free fingerlings under its plant-based Green Cuisine range, including Bird’s Eye. The latter is known for its frozen fish and, in the UK, is iconic in its own fish finger mascot, Captain Bird. At the time, Bird’s Eye senior marketing manager Jess Ali said it wanted to create a vegan version of the original recipe “to appeal to more British dietary requirements”.
No doubt, the seafood industry needs to change. But as Thai Union wants us to know, it’s not going unnoticed by the biggest names in the fishing industry. Progress is being made, assures the Garratts. In 2022, for example, the company launched Thailand’s first vegetarian shrimp wonton, which was then nominated for a Gulffood Innovation Award “in recognition of new innovations” brought to the plant-based category.
“We are actively pursuing this opportunity for the US market and look forward to introducing more alternative protein solutions to consumers over time,” said Geraets. “As a new category, we need to develop more meaningful connections with consumers and find new ways to tell our stories.”
To know more about vegetarian fish, read:
Charlotte is a writer and editor based in sunny Southsea on the south coast of England.