Why Is Wild-Caught Seafood Getting So Expensive? The Growing Challenge of Affordability and Sustainability

-- Seafood, affordability, and the future of our oceans --

For many Canadian families, seafood has long been a nutritious and enjoyable way to bring variety to the dinner table. But increasingly, the question is no longer simply which fish to buy. It is whether the seafood people love will remain affordable.

At A Fish Company, we have seen this change firsthand. Products that once felt like an accessible choice are becoming a more significant expense for our customers. And behind these price increases is a much bigger story involving changing fish supplies, harvesting conditions, fuel costs, international trade, and the challenge of protecting our oceans for future generations.

From $145 to $230: What the Price of Salmon Tells Us

Consider our own experience with frozen wild Sockeye salmon fillets.

In 2021, a 10 lb box sold at A Fish Company for C$145. Today, the same size box sells for C$230.

That is an increase of C$85, or approximately 59%.

Tuna loins have followed a similar path. Until recently, we sold them for C$160. This week, our price increased to C$230—an increase of C$70, or approximately 44%.

These are the price changes we have experienced for these specific products, rather than a claim that all seafood prices have increased by the same amount.

For customers, however, the impact is easy to understand. A larger grocery bill leaves less room for the foods families enjoy, and seafood can start to feel like an occasional luxury instead of a regular meal.

 

Why Is Wild-Caught Seafood Becoming More Expensive?

There is no single explanation for rising seafood prices. Different species, fisheries, seasons, and countries of origin face different pressures. Several factors can combine to affect what seafood businesses pay—and ultimately what customers pay.

1. Changing catches and tighter supply

Wild fish populations are affected by complex environmental conditions, including ocean temperatures, changing habitats, drought, and other ecosystem pressures. Fishing quotas, conservation measures, and the amount of fish harvested can also influence how much product reaches the market.

When fewer fish are available for harvest, supply can tighten while demand remains strong.

In September 2026, Canadian Grocer reported that Loblaw expected significant cost increases for certain wild-caught products, including haddock, cod, and canned pink salmon, citing reduced quotas and lower harvests. The same report noted that some other seafood categories remained well supplied.

This distinction matters: seafood price increases are not uniform. The situation depends on the species and the fishery supplying it.

2. Fuel, transportation, and processing costs

Wild-caught seafood must be harvested, handled, processed, packaged, and transported, often across international supply chains. Fuel is an important cost at several stages.

In July 2026, the United Nations Food and Agriculture Organization reported that weaker catches, higher fuel costs, and supply-chain delays were putting upward pressure on tuna raw-material prices.

When costs rise at sea and throughout the supply chain, seafood buyers may face higher prices even before a product reaches a Canadian warehouse.

3. International markets and currency pressures

Seafood is traded globally. A change in supply or demand in one region can affect prices in another, particularly for products that move through international processing and distribution networks.

Canadian businesses purchasing imported seafood may also be affected by exchange rates, freight costs, trade uncertainty, and supplier pricing. These factors do not affect every product equally, but they can make planning and maintaining stable prices more difficult.

4. The wider cost-of-living squeeze

Seafood is not the only food category under pressure. Canada's Food Price Report 2026 forecast overall food-price increases of 4% to 6% during 2026 and estimated that the average family of four could spend up to C$994 more on food than in the previous year.

For households already balancing housing, transportation, and other essential expenses, even modest changes can influence what ends up in the shopping cart.

When seafood prices rise on top of broader food inflation, affordability becomes a serious concern.

The Sustainability Question: What Does It Cost to Protect Wild Fish?

It is understandable to wish that seafood prices could simply return to where they were several years ago. But price alone does not tell the whole story.

Wild fisheries need healthy fish populations, functioning habitats, effective monitoring, and responsible management. These are essential to maintaining seafood supplies over the long term.

In British Columbia, the Government of Canada launched the Pacific Salmon Strategy Initiative in 2021 to protect, conserve, and restore wild Pacific salmon. Its first phase included habitat restoration, partnerships with Indigenous communities, improvements to fisheries management, and work to protect vulnerable salmon stocks.

In April 2026, the federal government announced an additional C$412.9 million to continue these efforts for another five years.

These initiatives reflect an important reality: keeping wild salmon available for future generations requires long-term work, investment, and responsible decisions.

Sustainability is not simply about catching less fish today. It is about ensuring that healthy fish populations and the ecosystems they depend on can continue to support communities, livelihoods, and food supplies tomorrow.

At the same time, higher prices do not automatically mean a fishery is sustainable. Customers and seafood businesses still need to consider the species, its origin, the fishery it came from, and the management or certification standards that apply.

Can Sustainable Seafood Still Be Affordable?

We believe the answer should be yes—but it requires thoughtful choices throughout the seafood supply chain.

Choose seafood with a clear origin

Knowing where seafood comes from helps customers make more informed decisions. Where available, credible sustainability certifications and fishery-specific information can provide additional guidance.

For example, the Marine Stewardship Council's blue label identifies seafood certified under its wild-fishery sustainability standard. Customers should check the actual product label because not every product sold by a participating brand or retailer is certified.

Explore different species and cuts

When one species becomes particularly expensive, other options may offer better value. Depending on availability and sourcing, different fish species, portions, or cuts may fit a household's budget more comfortably.

There is no single best alternative for everyone. Taste, cooking method, origin, and sustainability all matter.

Make the most of every purchase

Frozen seafood can be useful for meal planning because it can be stored until needed when handled and stored correctly. Buying an appropriate quantity, keeping products properly frozen, and planning portions can help reduce food waste.

Reducing waste matters both for household budgets and for making better use of the fish already harvested.

Ask questions and compare information

Customers should feel comfortable asking seafood sellers about species, origin, harvesting methods, certifications, and available alternatives. Clear information helps people decide what best fits their budget and values.

Our Perspective at A Fish Company

At A Fish Company, we understand that a price increase is not just a number on a product page. It affects what customers can afford, how often they can enjoy seafood, and the choices they make for their families.

The increases we have experienced in our frozen wild Sockeye salmon fillets and tuna loins have not been easy to make. We know that customers remember what they paid before, and we understand why they question the difference.

Our responsibility is to be transparent about the prices we charge, pay attention to changing market conditions, and help customers make informed choices. We also believe the long-term availability of wild seafood depends on responsible fisheries management and healthy marine ecosystems.

We cannot promise that prices will return to previous levels, and no single explanation accounts for every increase. What we can do is continue to pay attention to sourcing, communicate honestly, and look for ways to provide value without losing sight of quality and sustainability.

Looking Ahead: Seafood Should Not Become a Luxury

Wild-caught seafood connects us to oceans, coastal communities, harvesters, processors, and generations of food traditions. It is a resource worth protecting—and a food people should be able to enjoy without feeling priced out.

The challenge ahead is finding a better balance between affordability today and sustainable supplies for tomorrow.

That means responsible fisheries, transparent supply chains, informed consumers, and seafood businesses that take both value and stewardship seriously.

At A Fish Company, we believe that the future of seafood should not be defined by a choice between protecting the oceans and feeding families affordably. Both goals matter.

We will continue working toward that balance, one seafood purchase at a time.

Prices cited for A Fish Company products reflect our own selling prices: 10 lb frozen wild Sockeye salmon fillets at C$145 in 2021 versus C$230 currently, and tuna loins at C$160 until recently versus C$230 this week. These are product-specific examples, not a market-wide seafood price index.

Sources and further reading

• Canada's Food Price Report 2026 — Dalhousie University's Agri-Food Analytics Lab.

• “Fuel costs and raw material shortages lift tuna prices” — Food and Agriculture Organization of the United Nations, July 23, 2026.

• “El Niño, seafood supply, tariffs among emerging pressures on Canada’s food system: Loblaw” — Canadian Grocer, September 23, 2026.

• Pacific Salmon Strategy Initiative: Results from the First Phase (2021–2026) — Fisheries and Oceans Canada.

• Where to buy MSC-certified seafood in Canada — Marine Stewardship Council.