Two rival seafood certification groups are spending record amounts to market their labels in the prized US market, hoping their efforts can sway retailers, foodservice companies and consumers toward their certified seafood.

Both the Aquaculture Stewardship Council (ASC), co-founded by the WWF and the Dutch Sustainable Trade Initiative (IDH), and the Global Seafood Alliance, an industry advocacy group, see an opportunity to grow distribution of their certified products in the United States, a country with significant potential to grow seafood consumption.