Industry body Seafood New Zealand has contested the findings of a study about "greenwashing" in the country, explicitly rejecting the idea that local companies are engaging in the practice.

A study recently produced by the University of Auckland has raised concerns about the labeling practices of fish and seafood products sold in New Zealand supermarkets.

The research analyzed the labeling and claims on packaged fish and seafood products, such as canned tuna or other fish, vacuum-packed salmon, or frozen fish. It suggests that approximately 80% of the sustainability claims made by manufacturers are vague, raising suspicions of widespread greenwashing in the industry.

The study also raised concerns that the lack of clear labeling and traceability in the seafood sector leaves consumers unsure about the sustainability of their products. While acknowledging that some products, like those with Marine Stewardship Council (MSC) certification, offer verifiable sustainability claims, the study pointed out that many products do not meet this standard.

The researchers also pointed to the challenge for small-scale fishers, who may find certification programs too costly to participate in. This leads to a reliance on less specific claims about sustainability.

In a statement, Seafood New Zealand argued that the study fails to distinguish between locally sourced and imported seafood, which creates confusion for consumers and makes it difficult for the industry to comment on specifics.

It emphasized the country's management system, which it said closely monitors fish stocks and ensures sustainability, and encouraged shoppers to trust the New Zealand provenance.

"What consumers need to know is that New Zealand fish is sustainable," it claimed. "We all operate under the strictly enforced and internationally recognized quota management system, which monitors our fish stocks and sets limits for what fishers can catch."

"If you are buying New Zealand brands or selecting New Zealand species from the fresh fish counter or a fishmonger, you can feel reassured that our fishers are closely monitored by independent government agencies, along with the health of the fish and the oceans."

Kiwi seafood isn't always labeled with any environmental claims at all because it is sold at the fresh fish counter or the fishmonger part of the supermarket, wrapped when sold, but with no specific packaging, it acknowledged.

"Adding detailed packaging to this type of fish adds significant expense at a time when we are trying to keep the price of fish down for consumers. We would encourage consumers to talk to their retailer -- ask where the fish has come from. If it's from a New Zealand source, you are in good hands."