Seafood Country of Origin Labelling laws are changing across Australia. From 1 July 2026, hospitality venues must clearly disclose the origin of all seafood sold for immediate consumption. We caught up with Belinda Yaxley – a respected voice in the global seafood industry, with almost two decades of experience across quality, compliance and sustainability – on what these changes mean and to provide foodservice operators with practical guidance for navigating these new county of origin labelling laws.
Here’s what you need to know
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New requirements apply to restaurants, cafés, pubs, clubs, takeaway outlets, food trucks and caterers.
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You’ll need to label seafood as A (Australian), I (Imported), or M (Mixed origin).
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Labels must be clear and visible at the point of sale – on printed menus, digital menus, display boards or item tags.
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The law aims to boost transparency, strengthen consumer trust and support informed decision-making.
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A voluntary transition period begins 1 July 2025 to help businesses prepare.
These changes are being implemented under Australian Consumer Law, with oversight by federal, state and territory regulators.
Why operators can feel confident serving imported seafood
Imported seafood is not a compromise; it’s a vital part of Australia’s dining experience. Around 62% of seafood consumed in Australia is imported, ensuring year-round availability and a diversity of species. We are spoilt for choice and we embrace it! These imports undergo stringent controls and are certified by global programs that set benchmarks for quality, food safety and sustainability.
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Import dependence is standard: it ensures consistent supply and stable menu pricing year-round and it’s what underpins the diversity and reliability of the Australian dining experience
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Global oversight is robust: exporting countries must meet rigorous food safety and sustainability standards, with checks by Australian biosecurity authorities
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Innovation is often led by global producers: from advanced feed and welfare practices to carbon footprint reduction
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A mix of local and imported seafood enhances menu flexibility and resilience against seasonal or environmental disruptions
How certifications ensure quality and sustainability
Certification schemes provide independent voice that reveals seafood, whether local or imported, meets high standards for sustainability, traceability and quality. These certifications reassure customers that every product has a credible story.
How to communicate the value of imported seafood
Many chefs worry that labelling a dish as ‘imported’ might turn diners away. But when framed with the right context, imported seafood can be a story of quality, sustainability and global culinary excellence. Clear communication builds trust and customers care about origin and sustainability but are equally open to well-sourced imported seafood when its story is told with confidence.
Lead with quality and sourcing integrity
Rather than focusing on the country, focus on what makes the product special:
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“These prawns are from certified sustainable farms in Vietnam – exceptional animal husbandry, traceable and frozen within minutes of harvest to preserve quality.”
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“Our New Zealand King salmon is BAP certified and raised in fast-flowing, pristine waters, giving it a clean flavour and rich texture chefs love.”
Show assurance through trusted certifications
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Customers may not know every logo, but they understand that certifications mean someone independent is checking quality.
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Use RFM/MSC (wild), BAP (farmed) or certification logos on menus, signage or websites.
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Train staff to say things like: “It’s BAP certified, which means the farm is independently assessed for sustainability and good management.”
Use comparisons to normalise the idea
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Customers accept imported wine, cheese, chocolate and spices without hesitation, the same principle applies to seafood.
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“Just like we choose Parmesan from Italy or Champagne from France, some of the best seafood comes from trusted sources overseas.”
Balance the local and the global
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If your menu features both Australian and imported seafood, highlight the strengths of each, this builds trust and avoids defensiveness.
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“We use local flathead because it’s a beautiful seasonal product and we pair it with Vietnamese barramundi that’s BAP-certified and available year-round.”
Arm your floor staff
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Provide cheat sheets or pre-shift huddles to help servers answer common questions like: Where is it from? Is it sustainably produced? Why are you using imported products?
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Confidence and transparency from your team will always feel more trustworthy to customers than vague responses or deflection.
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Position imported seafood as a feature, not a fallback
Prepare for CoOL compliance by July 2026
The new Country of Origin Labelling requirements take effect on 1 July 2026. Here’s how operators can prepare without stress:
Bidfood is ready to support operators through these changes, from sourcing responsibly certified seafood to helping with menu updates and customer messaging. Embrace CoOL as a chance to build trust and showcase the exceptional quality of both local and imported seafood.
Useful links
Belinda Yaxley
Belinda Yaxley is a respected voice in the global seafood industry, with almost two decades of experience across quality, compliance and sustainability. As Director of Nautilus Collaboration, she works closely with seafood producers, distributors and foodservice operators to embed responsible sourcing into their everyday practices. Belinda has contributed to major international initiatives through the FAO, World Aquaculture Society and third-party certification programs. Her strength lies in translating complex supply chain standards into practical strategies that give businesses a competitive edge. Belinda champions transparency as the foundation of trust in seafood, helping those right across the supply chain manage traceability and compliance.
