Seafood is the most frequently mislabelled food in the world. I-CADMUS gives every consumer the language, tools, and confidence to spot fraud at the supermarket counter and the restaurant table.
The I-CADMUS Consumer Education Programme is in development. Register your interest to be notified when it launches.
Consumer demand shapes what retailers stock, what restaurants serve, and what processors are willing to label honestly. When consumers can name the fraud, the industry has to respond.
I-CADMUS names and defines the seven ways seafood is fraudulently sold. Once you know the categories, the red flags become visible — at the supermarket, the fishmonger, and the restaurant.
Most seafood fraud survives because no one asks. I-CADMUS gives you the specific questions to ask at the point of purchase — and the confidence that those questions are legitimate and important.
A consumer trained in I-CADMUS category language who reports suspected fraud is taken seriously by enforcement bodies. Vague complaints go nowhere; precise, categorised reports prompt action.
Each I-CADMUS category has specific consumer-facing red flags. Here is your cheat sheet.
See the complete framework with full definitions, red flags, and counter-measures.
View full taxonomy →The Consumer education pathway is being developed. Register your interest to be notified at launch.
Eight self-paced modules covering the complete I-CADMUS taxonomy and eight real-world case studies are being developed by the Seafood Consumers Association Ltd.
Every resource in the consumer toolkit is free, practical, and ready to use at the supermarket, the fishmonger, or the restaurant table.
A pocket-size scorecard covering all seven I-CADMUS categories with consumer-facing red flags for each. Take it shopping.
A 20-question diagnostic that identifies which fraud type you're best at spotting — and which deserves more attention. No sign-up required.
See what genuine end-to-end traceability looks like. Scan a sample I-CADMUS QR code and view the full vessel-to-plate provenance record.
When a seafood product, label, or menu claim raises a concern, the Consumer Action Kit gives you a step-by-step process to preserve evidence, report accurately, and direct your concern to the right authority.
Consumer Action Kit →The I-CADMUS consumer education programme is in development. Register your interest to be among the first to participate.
