JACKSONVILLE, Fla. – The Greater Jacksonville area is surrounded by water, so seafood is naturally a go-to treat for many when they stop by local restaurants.
But a study by SeaD Consulting on behalf of the Southern Shrimp Alliance found that nearly 60% of randomly sampled local restaurant shrimp are being falsely represented as local, American wild-caught product, including shrimp marketed as iconic “Mayport Shrimp.”
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READ: Full Shrimp Authenticity Report
The researchers collected shrimp dish samples from 44 randomly selected restaurants and seafood markets in the Jacksonville area.
The results show:
- 14 of 44 dishes (32%) were confirmed as authentic American wild-caught shrimp
- 30 of 44 dishes (68%) were imported or farm-raised shrimp
- 25 of 44 establishments (57%) were explicitly inauthentic, meaning menus or staff verbally represented the shrimp as local/Mayport/American wild-caught when testing confirmed imports
But the researchers said what’s even worse than the misrepresentation is that restaurants are profiting off it by charging customers a premium.
Consumers were paying more for the misrepresented product -- on average, $2 more per plate for inauthentic vs. authentic American wild-caught, the study found.
According to the results of the study, of the 30 imported/farm-raised shrimp dishes identified:
- Only 3 of 30 restaurants indicated the dish contained imported farm-raised shrimp
- 2 of 30 restaurants were unsure of shrimp origin when asked, though testing confirmed imports
- 25 of 30 restaurants, either through menu descriptions or staff assurances, claimed shrimp were local/Mayport/American wild-caught when they were not
Notably, 6 of the 25 explicitly inauthentic restaurants were listed on the Jacksonville Mayport Shrimp Trail.
“False advertising and mislabeling of shrimp dishes negatively impacts our American wild-caught shrimping industry, honest restaurants and seafood markets, and anyone coming to the coast looking for regional seafood,” said Blake Price, Director of the Southern Shrimp Alliance.
Among those “honest restaurants,” the study found the following businesses accurately represented that they serve authentic American wild-caught shrimp:
- AJ’s Seafood, 21-1 Arlington Rd N, Jacksonville, FL 32211
- Beachside Seafood, 120 3rd St S, Jacksonville Beach, FL 32250
- Blue Fish Restaurant & Oyster Bar, 3551 St. Johns Ave, Jacksonville, FL 32205
- Fisherman’s Dock Seafood Market, 11610 San Jose Blvd, Jacksonville, FL 32223
- Grouper Shack, 1700 3rd St S, Jacksonville Beach, FL 32250
- Julington Creek Fish Camp, 12760 San Jose Blvd, Jacksonville, FL 32223
- Land Shark Bar & Grill, 715 1st St N, Jacksonville Beach, FL 32250
- Marker 32, 14549 Beach Blvd., Jacksonville, FL 32250
- Mayport C & C Fisheries Seafood Market, 36 W 6th St, Atlantic Beach, FL 32233
- New Berlin Fish House & Oyster Bar,604 New Berlin Rd, Jacksonville, FL 32218
- Safe Harbor Seafood Restaurant, 4378 Ocean St, Mayport, FL 32233
- Seafood Express & More, 12961 N Main St #105, Jacksonville, FL 32218
- Singleton’s Seafood Shack, 4728 Ocean St, Jacksonville, FL 32223
- Voodoo Brewing Co, 1974 San Marco Blvd, Jacksonville, FL 32207
According to the researchers, the majority of states that produce warmwater shrimp have passed laws to address false advertising and protect consumers and local fisheries, but Florida has not.
Price said the large number of tourists who visit the state and its abundant coastline are expecting authenticity.
“Seafood tourism is real. They aren’t seeking imported farm-raised shrimp. They want the ocean-fresh flavor of U.S. wild-caught shrimp—the sustainable seafood caught right here," Price said. “Given the rampant bait-and-switch in the marketplace, Florida needs to join other states and pass a law requiring transparent seafood labeling in restaurants. Let consumers make an informed choice.”
To learn more about the study, the consequences it identified, and its methodology, click here.