Magic - When Red Tilapia Turns into Red Snapper: Why Seafood Labelling Matters
In 2002, I was in Melbourne—not the one in Australia, but Melbourne, Florida—and I visited a popular local seafood restaurant for dinner. After browsing the menu, I chose what I thought would be a delicious serving of Red Snapper. A few minutes later, the waiter brought out the dish, wrapped in foil, garnished with onions and lemon as described in the menu.
But as soon as I opened the foil, I knew something was not right.
After years in the seafood industry, I’ve learned to recognise different species by sight—and this wasn’t Red Snapper. It was Red Tilapia. While they may sound similar and even look alike to the untrained eye, these two fish are entirely different in texture, flavour, and value.
I politely pointed this out to the waiter, explaining that I had received Red Tilapia, not the Red Snapper I had ordered. He didn’t miss a beat: “The wholesaler guarantees it’s Red Snapper,” he insisted. I knew he was wrong, but I also knew there was little point in pressing the issue. I enjoy Red Tilapia too, so I ate the meal.
Still, that moment stuck with me.
Mislabelled seafood isn’t just an innocent mistake—it affects consumers, producers, and the integrity of the entire seafood value chain. It is a global issue, and one that undermines trust in both restaurants and retailers. When consumers pay for a premium product, they deserve to get what they paid for.
Fortunately, Australia has taken steps in the right direction. Country-of-origin labelling (CoOL) for seafood is now mandatory at retail, which gives consumers more transparency and allows them to make informed decisions about the seafood they buy. It’s a move that supports local industry, builds trust, and helps combat fish fraud.
Through greater awareness, stronger policies, and better industry training, we can ensure that what’s on the label (or menu) is truly what ends up on your plate.
Through the Seafood Consumers Association, I hope they will push hard to get the Australian Fish Names Standard as mandatory. We, the consumer, have the right to know what we are eating, where it comes from, and how it was handled along the way.
Because a fish by any other name… is not Magic it is fraud!
BLOG by Andrew Leingang
https://www.linkedin.com/in/leingangaquaculturemanagement/