Saving Seafood

US sushi industry soars to USD 22 billion valuation with little signs of slowing, NFI Sushi Council report finds

April 9, 2026 — The U.S. sushi industry has rapidly grown to become a USD 22 billion (EUR 18.8 billion) industry, according to a new report from the National Fisheries Institute’s (NFI) Sushi Council, which found that its consumption has expanded far beyond traditional sushi restaurants to mainstream casual dining restaurants, retail delis, and other channels.

The report said that sushi has experienced “explosive demand” among U.S. consumers, particularly among Gen Z and millennials who are attracted to sushi’s perceived health benefits, convenience, and global flavor profile. Notably, lower-income Gen Z consumers report higher sushi consumption frequency than higher-income baby boomers, “signaling a broadening and democratization of the category,” NFI said.

Read the full article at SeafoodSource

NFI Sushi Council Releases Landmark U.S. Sushi Industry Report

April 3, 2026 — The following was released by NFI Sushi Council:

The National Fisheries Institute (NFI) Sushi Council has announced the release of the U.S. Sushi Industry Report, a first-of-its-kind, comprehensive analysis of sushi’s expanding footprint across retail and foodservice channels and the key trends driving its continued growth.

Sushi has experienced explosive demand among U.S. consumers, expanding far beyond traditional sushi restaurants and appearing everywhere from retail delis to mainstream casual dining menus. To quantify these developments, and to fill in needed data gaps presented by new channels, the NFI Sushi Council commissioned the report to measure total market size and better understand the dynamics shaping the category. 

 The report, conducted by market research firm Spheric Research, finds that the U.S. sushi industry is now valued at approximately $22 billion, with $16 billion generated through restaurant sales alone, underscoring sushi’s emergence as a major driver of seafood consumption. 

 Growth is no longer confined to coastal markets. The report highlights that inland states are now among the fastest-growing regions for sushi, driven by increased consumer interest and limited historical availability. Retail expansion has played a critical role with more than 12,500 sushi kiosks across the U.S., the vast majority located in grocery stores. 

 Consumer demand continues to rise, particularly among younger demographics. The report shows that Gen Z and millennials are contributing to increased consumption, attracted to sushi’s perceived health benefits, convenience, and global flavor profile. Notably, lower-income Gen Z consumers report higher sushi consumption frequency than higher-income Baby Boomers, signaling a broadening and democratization of the category. 

 “Sushi’s growth in the U.S. is one of the most compelling stories in seafood today, with strong momentum across both retail and foodservice channels,” said Dick Jones, Executive Director of the NFI Sushi Council. “This report gives our industry the first comprehensive view of the category’s size, its drivers, and—importantly—the significant white space that still exists. From inland markets to non-traditional venues like hospitals and corporate dining, the opportunity for continued expansion is substantial.”

 The NFI Sushi Council is a precompetitive collaboration between sushi stakeholders that acts as a unified voice for the value chain on food safety, economic integrity, and the marketing and promotion of sushi as a driver for seafood consumption.

 “The Sushi Council has quickly grown into THE opportunity for industry to coalesce around innovation and shared standards in the sushi category,” said Michael McNicholas, Founding Chairman of the NFI Sushi Council and CEO of Oddisea SuperFrozen. “The council’s landmark report will continue to evolve annually to further appraise the category and to drive increased value to our members. We welcome additional members from around the world who have an interest in the U.S. sushi market and a commitment to collective impact to join the conversation.”

The U.S. Sushi Industry Report is available to NFI Sushi Council members as a member benefit, and the council welcomes new members. The report is available for non-members to purchase. To learn more, visit the NFI Sushi Council website.

 

National Fisheries Institute Lauds USDA’s Investment in Invasive Species Processing

March 19, 2026 — The following was released by the National Fisheries Institute:

The U.S. Department of Agriculture’s decision to invest $2 million in efforts to create new markets for the processing of invasive species in Maryland and Illinois is a terrific example of how holistic strategies can benefit business and support sustainability.

Rep. Andy Harris, from Maryland’s First District, has long understood the synergy between healthy fisheries and an improving economy.  In announcing these grants Agriculture Secretary Brooke Rollins noted the significant ecological impact of certain species and how investments in processing can steer the market towards solutions.

The seafood industry has long understood that sustainability stands on three legs: economic, environmental and social. This strategy fits those tenets by supporting the market, addressing the on-the-water challenge and creating jobs.

NFI thanks USDA for this important step forward in supporting fishermen and advancing the health of the Chesapeake Bay.

Lisa Wallenda Picard
President & CEO

NFI part of new coalition to support USMCA as it reaches first review period

February 6, 2026 — The National Fisheries Institute (NFI) is participating in a new coalition that aims to keep the United States-Mexico-Canada Agreement (USCMA) in place as the trade deal approaches its first major joint review in July 2026.

The new coalition, titled the Agricultural Coalition for USMCA, is working to advocate for maintaining the trade agreement – with some targeted adjustments to benefit agricultural industries. NFI is joined on the coalition by several other major agricultural and trade organizations including the Global Cold Chain Alliance, National Corn Growers Association, National Pork Producers Council, National Turkey Federation, and more.

Read the full article at SeafoodSource

Seafood companies, representative orgs praise new Dietary Guidelines for Americans

January 9, 2026 — The U.S. government recently updated its set of Dietary Guidelines for Americans, a change that has been largely welcomed by seafood companies and representative groups across the country.

Released on 7 January by the U.S. Department of Health and Human Services (HHS), the new 2025–2030 Dietary Guidelines for Americans, which advise Americans on healthy eating habits, represent “the most significant reset of federal nutrition policy in our nation’s history” and encourage Americans to “eat real food” by calling for a push away from processed foods “laden with refined carbohydrates, added sugars, excess sodium, unhealthy fats, and chemical additives.”

Read the full article at SeafoodSource

National Fisheries Institute Welcomes Release of 2025–2030 Dietary Guidelines for Americans

January 7, 2025  — The following was released by the National Fisheries Institute:

Today, the National Fisheries Institute (NFI) welcomes the release of the 2025–2030 Dietary Guidelines for Americans, which emphasize the importance of eating more seafood.  Seafood is a whole-food source of both key nutrients the new Guidelines encourage Americans to prioritize, protein and healthy fats, specifically omega-3s.

NFI supports the Guidelines’ user-friendly format, which aims to deliver concise messaging that can help Americans understand the benefits of eating a seafood-rich diet.  The new Guidelines recommend early introduction of seafood at six months and ongoing consumption across the lifespan.  Seafood is especially important during rapid growth periods like adolescence, pregnancy, and breastfeeding. 

Seafood naturally fits within the simple, overarching message of the Guidelines, “Eat Real Food.”  All forms of whole seafood—including fresh, frozen, and canned—count and work together to make a healthy diet affordable and accessible to American families.  While the full range of seafood offerings is too long for health policy makers to list, the new food pyramid graphic features a variety of options including salmon, shrimp, and canned tuna. NFI looks forward to helping Americans put the Guidelines into practice and enjoy the health benefits of all types of seafood in their daily diets.

Commercial fishing groups welcome new USDA seafood liaison position

November 18, 2025 — Commercial fishing groups are praising U.S. lawmakers for establishing a new seafood liaison position within the U.S. Department of Agriculture (USDA) – a long-held goal for the industry. 

“American seafood is a heart-healthy protein, and our fisheries are managed for sustainable harvest. Support from USDA will provide well-deserved support to U.S. fishermen to ensure Americans have ready and continued access to domestic and locally harvested seafood,” Alaska Longline Fishermen’s Association Executive Director Linda Behnken said in a release.

Read the full article at SeafoodSource

National Fisheries Institute Applauds President Trump on Tariff Modifications and Swiss Trade Agreement

November 17, 2025 — The following was released by the National Fisheries Institute:

The National Fisheries Institute (NFI) applauds the Administration for moving to ease tariffs on some foods. While seafood is the healthiest animal protein on the planet, rising costs have put it out of reach for many families.  We urge the President to include all seafood in tariff adjustments. This is critical to lowering consumer prices, maintaining American jobs in the seafood sector and keeping Americans healthy and fed.

Additionally, NFI appreciates the Administration’s success in continuing to expand markets for American seafood globally.

The plan to improve access for high quality U.S. seafood products through the application of zero duties in both Switzerland and Liechtenstein will have a positive impact on American companies and is in lockstep with the roadmap laid out in the President’s executive order regarding seafood competitiveness and economic growth.

NFI supports efforts to strengthen cooperation in global seafood trade and make America’s seafood community stronger.

Lisa Wallenda Picard
President & CEO

 

NFI, NOAA settle lawsuit over MMPA import restrictions; agency stays import ban of swimming crab

November 3, 2025 — The National Fisheries Institute and several seafood companies have settled their lawsuit against the National Marine Fisheries Service (NMFS) over its recent determinations on Marine Mammal Protection Act (MMPA) requirements.

NFI sued NMFS in early October over the agency’s decision to find most blue crab fisheries in major countries did not meet MMPA equivalency standards, a requirement for any country looking to export seafood products to the U.S. NMFS found 240 foreign fisheries did not comply with the regulations, which meant as of 1 January, 2026 products from those fisheries would be banned from entering the U.S. market.

Read the full article at SeafoodSource

NFI Sushi Council Names Dick Jones as Executive Director

October 21, 2025 — The following was releases by the National Fisheries Institute:

The National Fisheries Institute (NFI) Sushi Council is pleased to announce the appointment of Dick Jones as its new Executive Director. A mission-driven seafood and aquaculture executive with more than 38 years of experience across the private, nonprofit, and retail sectors, Jones brings deep expertise in sustainable fisheries, global seafood markets, and industry transformation.

 
“The Sushi Council is entering an exciting new chapter as we grow membership, strengthen industry leadership on food safety, and build sushi’s place as a vibrant and expanding category,” said Dick Jones, Executive Director of the NFI Sushi Council and CEO of Tidepoint Group, which is guiding the project. “I’m honored to help shape this effort and to work alongside our members to advance responsible sourcing, ensure product integrity, and bring greater value to everyone who enjoys and serves sushi.” 
 
Jones most recently served as CEO of Blue Ocean Mariculture, where he oversaw significant revenue growth while advancing innovations in marine fish production and sustainability. He previously held leadership roles with Ocean Outcomes, Sustainable Fisheries Partnership, HEB Grocery Company, and Whole Foods Market. In his new role, Jones will work closely with NFI staff, the Sushi Council chair, and the executive committee to expand membership, increase visibility, and guide technical initiatives. Jones will be allocating his time and expertise between the NFI Sushi Council and other seafood industry projects.  
 
“Dick Jones brings a rare combination of retail, nonprofit, and aquaculture leadership to the NFI Sushi Council,” said Council Chairman Michael McNicholas of Culimer USA. “His experience building coalitions, advancing food safety, and championing sustainability will ensure the Council continues to deliver value for members and set a strong course for the future of sushi in the U.S. market.” 
 
The NFI Sushi Council is a pre-competitive stakeholder group made up of fish farmers, harvesters, processors, distributors, and end-users at retail and foodservice. The Council works across the entire sushi value chain to enhance product integrity, promote industry-led food safety, and position sushi as a trusted and growing category. For more information, visit NFIsushicouncil.com.