A study by SeaD Consulting on behalf of the Southern Shrimp Alliance found that 30 of 44 randomly sampled Jacksonville area restaurants serve imported or farm-raised shrimp while 25 establishments falsely represent the product as local, American wild-caught seafood. The research revealed that 68% of shrimp dishes tested were imported or farm-raised, with only 32% confirmed as authentic American wild-caught shrimp. Consumers paid an average of $2 more per plate for the misrepresented product compared to authentic American wild-caught shrimp.
“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. The study specifically targeted shrimp marketed as Mayport Shrimp, an iconic local product from the Greater Jacksonville area. Of the 25 restaurants that explicitly misrepresented their shrimp origin, six were listed on the Jacksonville Mayport Shrimp Trail.
“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. The study found that of the 30 imported or farm-raised shrimp dishes identified, only three restaurants indicated their dishes contained imported farm-raised shrimp. Two restaurants were unsure of shrimp origin when asked, though testing confirmed imports.
Florida has not passed laws to address false seafood advertising, unlike the majority of states that produce warmwater shrimp, according to the researchers. The study identified 14 businesses that accurately represented their authentic American wild-caught shrimp, including AJ’s Seafood on Arlington Road North, Beachside Seafood on Third Street South in Jacksonville Beach, and Blue Fish Restaurant & Oyster Bar on St. Johns Avenue. Other honest establishments include Fisherman’s Dock Seafood Market on San Jose Boulevard, Grouper Shack in Jacksonville Beach, and Julington Creek Fish Camp.
Additional restaurants serving authentic American wild-caught shrimp include Land Shark Bar & Grill in Jacksonville Beach, Marker 32 on Beach Boulevard, and Mayport C & C Fisheries Seafood Market in Atlantic Beach. New Berlin Fish House & Oyster Bar on New Berlin Road, Safe Harbor Seafood Restaurant in Mayport, and Seafood Express & More on North Main Street also made the authentic list. Singleton’s Seafood Shack on Ocean Street and Voodoo Brewing Co on San Marco Boulevard completed the verified establishments.
“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,” Price said. The researchers noted that the large number of tourists visiting Florida’s abundant coastline expect authenticity when ordering local seafood. The study collected samples from 44 randomly selected restaurants and seafood markets throughout the Jacksonville area to determine the prevalence of seafood misrepresentation.