Sustainably sourced fish (MSC/ASC-certified) often costs 10-30% more than regular fish. Many restaurant owners don't know how to pass these extra costs on to their menu prices. In this article, you'll learn step by step how to calculate the financial impact and what choices you have.
What are MSC and ASC certifications?
MSC (Marine Stewardship Council) stands for sustainable wild-caught fish. ASC (Aquaculture Stewardship Council) stands for sustainable fish farming. Both certifications ensure that fish is caught or raised responsibly.
For you as a restaurant owner, this usually means a price premium of 10-30% compared to regular fish. But it can also be a selling point to guests who consciously choose sustainability.
Calculate the extra costs per kilo
💡 Example:
Your supplier offers salmon fillet at:
- Regular salmon fillet: €18.50/kg
- ASC-certified salmon fillet: €22.80/kg
Extra costs: €4.30/kg (23% more expensive)
These extra costs per kilo are the basis for your further calculation. Note that certified fish sometimes has different specifications (thickness, trimming loss).
Calculate the impact per portion
Divide the extra costs per kilo by the number of portions you get from one kilo. This gives you the extra costs per plate.
💡 Example:
With the salmon from above:
- Extra costs: €4.30/kg
- Portion size: 180 grams
- Portions per kilo: 1000g ÷ 180g = 5.6 portions
Extra costs per portion: €4.30 ÷ 5.6 = €0.77
This €0.77 extra per portion either needs to be passed on in your selling price, or you accept it as a lower margin.
Calculate the impact on your food cost
Check how the extra costs affect your food cost percentage. If your food cost gets too high, you'll need to adjust your selling price.
💡 Example:
Salmon dish on your menu for €26.50 (incl. 9% VAT):
- Selling price excl. VAT: €24.31
- Old ingredient costs: €7.20 (food cost 29.6%)
- New ingredient costs: €7.97 (food cost 32.8%)
Your food cost rises from 29.6% to 32.8%
This is still acceptable (under 35%), but your margin does get smaller. Many restaurants choose to pass on the price premium (at least partially).
Options for dealing with extra costs
You have four choices to cover the extra costs of sustainable fish:
- Pass on fully: Increase your menu price by the full extra costs
- Pass on partially: Include 50-70% of the extra costs in the price
- Accept as marketing costs: Lower margin, but sustainability as a selling point
- Compensate elsewhere: Keep this price, slightly increase other dishes
⚠️ Note:
Communicate sustainability clearly to your guests. Only then will they be willing to pay more for certified fish.
Calculate the impact on an annual basis
Check what choosing sustainable fish costs or earns you per year. This helps you make the right decision.
💡 Example:
You sell 40 salmon dishes per week:
- Extra costs per portion: €0.77
- Per week: 40 × €0.77 = €30.80
- Per year: €30.80 × 52 = €1,602
Total extra costs per year: €1,602
If you pass on these costs (at least partially) in a higher menu price, it becomes an investment in your positioning rather than just costs.
Communication to guests
Sustainable fish is only financially interesting if guests appreciate it. Put it on your menu and explain why you make this choice.
- Include MSC/ASC logos on your menu
- Train your staff to explain what the certification means
- Use it in your marketing (website, social media)
- Position it as a conscious choice, not as an excuse for higher prices
How do you calculate the impact of sustainable fish? (step by step)
Compare prices per kilo
Ask your supplier for prices for both regular and certified fish of the same type. Calculate the difference in euros per kilo and the percentage difference.
Calculate extra costs per portion
Divide the extra costs per kilo by your portion size in grams, multiplied by 1000. This gives you the extra costs per plate you serve.
Calculate new food cost percentage
Add the extra costs to your current ingredient costs and divide by your selling price excluding VAT. Check if you stay under 35% food cost.
Decide on passing on costs
Choose whether you pass on the extra costs fully, partially, or accept them as marketing costs. Calculate the impact on an annual basis.
Communicate to guests
Make certification visible on your menu and train your staff. Only then will guests be willing to pay more for sustainable fish.
✨ Pro tip
Check if your supplier offers volume discounts on certified fish. With larger purchases, the difference with regular fish often becomes smaller, making it easier to pass on.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
How much more expensive is MSC/ASC-certified fish usually?
Certified fish usually costs 10-30% more than regular fish. For popular types like salmon and cod, the difference is often around 15-25%. For special varieties it can go up to 40%.
Do I always have to pass on the extra costs in my menu price?
Not necessarily. You can also see the extra costs as marketing costs for positioning. Many restaurants pass on 50-70% and accept a slightly lower margin for the sustainable image.
How do I communicate sustainable fish to my guests?
Use the MSC/ASC logos on your menu and explain what they mean. Train your staff to tell the story. Without good communication, guests won't be willing to pay more.
Is certified fish always of better quality?
The certification is about sustainability, not necessarily about taste or quality. However, certified fish often comes from suppliers who pay more attention to the entire chain, which can benefit quality.
Can I keep my food cost percentage the same with sustainable fish?
Only by increasing your selling price. If you pay €0.77 extra per portion, you need to increase your menu price by at least €2.50 to maintain the same food cost (at 30% food cost).
⚠️ EU Regulation 1169/2011 — Allergen Information — https://eur-lex.europa.eu/eli/reg/2011/1169/oj
The allergen information on this page is based on EU Regulation 1169/2011. Recipes and ingredients may vary by supplier. Always verify current allergen information with your supplier and communicate this correctly to your guests. KitchenNmbrs is not liable for allergic reactions.
In the UK, the FSA enforces allergen regulations under the Food Information Regulations 2014.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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