The surging whitefish prices and inflation that have unsettled the cod, haddock, and other markets could be reframed into an opportunity, according to New England Seafood International CEO Dan Aherne.
Speaking at the North Atlantic Seafood Forum (NASF) in Bergen, Norway, Aherne acknowledged that “whitefish inflation is real, painful, and not going away,” but added that if the industry accepts this new reality and focuses on how it communicates value, it can also be a defining moment.
Aherne said raw material costs have increased dramatically over the past two years, with longline cod prices up around 60 percent and haddock prices rising by more than 80 percent. At retail, the impact has been stark: in the United Kingdom, he highlighted that the price of a 280-gram pack of boneless cod filets sold in Tesco had more than doubled since 2020.
“At GBP 7.80 [USD 10.42, EUR 8.95] a pack versus GBP 3.50 [USD 4.67, EUR 4.02] just a few years ago, that has a real impact on the consumer,” he said. “Clearly that pack of fish cannot possibly be as accessible to as many consumers as it was back in 2020 – that is a fact.”
Despite the inflation shock, Aherne said volume declines have so far been less severe than expected, suggesting underlying resilience in the category. He also noted growth in alternative species, with products such as saithe and pangasius seeing strong gains as shoppers adapt.
Beyond pricing, Aherne argued the industry is operating at a broader “generational turning point.” He said there’s considerable opportunity for seafood amid shifting consumer expectations including the growing awareness around ultra-processed foods, and the changing eating habits driven by health trends.
“We've got a consumer that's becoming more aware, that’s wanting to put more natural foods into their bodies – foods that the body is able to get nutritional benefits from. That’s becoming more important, the awareness is growing, and it's only going to continue to grow,” he said. “Ultimately, our job is to help people understand the value of these items in an inflationary world.”
Aherne suggested the sector can learn a lot from other protein categories that have successfully justified premium pricing through branding, storytelling, and emotional connection.
“We’re selling some of the last truly wild, responsibly managed proteins on the planet,” he said. “If we can’t explain why that’s special, that’s on us.”
To navigate what he described as a permanent shift in supply and pricing, Aherne called for three priorities: clearer communication of seafood’s value, greater diversification of species and sources – including farmed whitefish – and relentless focus on processing efficiency and full fish utilization.
“Inflation is here to stay,” he concluded. “If we accept it, adapt to it, and reframe how we present seafood and its value to consumers, we can forge a successful future.”
