Sea cucumbers are internationally known as a superfood, as they contain many healthy substances. They are highly sought after by both Chinese restaurants and health food manufacturers. However, many sea cucumber species are threatened with extinction, so researchers want to farm them commercially – on land.
NTNU researchers wanted to see if labelling products and putting up signs in stores would encourage more consumers to buy sustainable seafood. The results showed that customers bought significantly more seafood generally – including options that were not sustainably harvested.