Why “wild” isn’t enough when choosing fish

Here at Springhills, we find ourselves rolling our eyes whenever we see the word “wild” as the first or biggest word when used to market fish — because we find the word “wild” to be the most useless thing to say about fish.

On its own, it does not tell you whether that fish is environmentally responsible, a healthy choice or good quality. To make an informed seafood choice, look at how the fish was raised or caught and which independent certifications support the producer’s claims.

What does “wild” mean on a seafood label?

“Wild” means a fish was caught from a natural environment rather than raised on a farm. It describes the source of the fish, but it does not explain the practices behind it.

That distinction matters. There are responsible fish farms and less responsible ones, just as there are responsible wild fisheries and less responsible ones.

Treating “wild” as shorthand for “better” leaves out the information customers need to judge a particular fish.

Why seafood marketing needs to go beyond “wild”

Through our socials, tours, events and deliveries, we talk to thousands of fish eaters every year. Those conversations tell us that customers want more than a simple label.

Many already understand that fish farming can be done with care for the fish, the environment and the people who produce and eat it.

They deserve seafood marketing that explains those practices clearly.

What should you look for when buying fish?

Whether you choose farmed or wild-caught fish, ask:

• Where did it come from? Look for information about the farm or fishery.
• How was it raised or caught? Look for specific production or fishing practices.
• What supports its environmental claims? Check for independent certification and understand what it covers.
• How transparent is the producer? Look for clear explanations of its standards and how they are checked.

These questions provide more useful information than the word “wild” alone.

How our fish farms are assessed

All our farms are eco-certified by Best Aquaculture Practices (BAP).

Our farms undergo annual audits against standards covering environmental impact, fish welfare, community relations, and worker health and safety.

Those are the details we believe belong in the conversation about responsibly raised fish: how a farm operates, what standards it follows and how its practices are independently assessed.

Why we focus on care

After 30 years of raising fish, we believe that caring for the fish, the environment and the people involved makes a difference to the fish we produce—and that you can taste that care.

“Wild” can be useful information. It just shouldn’t be the whole story.

Frequently asked questions

Is wild fish always better than farmed fish?

The label alone cannot answer that question. The practices of the individual fishery or farm matter more than a broad sourcing category.

Does “wild” mean environmentally responsible?

Not by itself. “Wild” describes where a fish came from. Look for information about how it was caught and the evidence supporting environmental claims.

What certification do our farms have?

All our farms are certified by Best Aquaculture Practices and audited annually against its standards.