Is Seafood Fraud Finding Its Way Onto Your Plate?

When you go to a restaurant or grocery store to spend hard-earned money, you want to get what you’re paying for. We all do. Unfortunately, when it comes to seafood, there’s a good chance you’re getting something else. Mislabelled seafood is a big problem in Canada.

Multiple studies have revealed the scope of the problem. The University of British Columbia conducted a study revealing that nearly  a quarter of seafood  in the Lower Mainland of BC was mislabelled. The University of Guelph conducted a study that found that almost  40% of retail seafood  was mislabelled. And Oceana, an ocean advocacy organization, found that  44% of seafood in major Canadian cities  was mislabelled.

At Skipper Otto, we have high standards of traceability and transparency because we want our members to know exactly what they are feeding their families. Our seafood labels  include the common and scientific names for the species as well as details about who caught the seafood and where, when and how they caught it. Sadly, we seem to be the exception, not the rule. Mislabelling is rampant and impacts the wallets and health of Canadians. And it has serious ramifications for the health of oceans and fisheries.

Seafood Fraud & Your Wallet

Oceana found that 74% of incorrectly labelled seafood is listed as a species that is more expensive.

Seafood Fraud & Your Health

Fraudulently labelled seafood often masquerades as a safe option when it is, in fact, a species associated with health risks.

Seafood Fraud & Endangered Species

Illegally caught seafood often enters the marketplace with fraudulent labels that make it appear to be a legal catch. Boat-to-plate traceability is what we do at Skipper Otto. We can (and do) tell our members exactly who caught every fish and where, when and how they did it. Transparency and traceability really do make a difference.

To avoid fraudulent seafood on your own plate, you can buy seafood from businesses that participate in boat-to-table traceability. If you’re a member of Skipper Otto, you know you’re getting what you paid for. Not a member yet?  Sign up today for the peace of mind that comes with ethical labelling.

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Why Skipper Otto Works


We work only with independent Canadian fishermen and ensure they catch seafood according to the limits of the ocean and ensure its sustainable. They are in complete control of their livelihoods and working conditions. This makes them very happy!  

Skipper Otto

Skipper Otto ensures fishermen receive fair pay for the fish they catch and receive their pay promptly. Skipper Otto labels seafood correctly and freezes it to ensure you’re getting the best quality and freshness. We then distribute it to select locations across Canada for you to enjoy!  


You know where your seafood comes from, what it is, when it was caught, and who caught it. You get to enjoy a wide variety of delicious seafood, knowing that you are supporting Canadian fishing families and maintaining the integrity of our ocean ecosystem.  

Why join Skipper Otto?

Fishermen’s Friend

Our fishermen are independent – we don’t own their boats, licences or quotas. They prefer working with us because we treat them with dignity and transparency, and pay living wages for their high quality, sustainably harvested catch.  

Fair Prices

We work hard to keep our member prices competitive with other markets and fish shops. Our supply chain is direct — simpler than the complex, industrial system — making plenty of room for both a fair price for fishermen and for consumer.

Eating with the ecosystem

Eating with the ecosystem means matching our seafood consumption to the rhythms of nature and place. It means celebrating and respecting a region’s marine biodiversity by harvesting a diversity of seafood and respecting the unique seasonality of every species and fishery.