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Sector 01 — Consumer Hub

Know what's really on your plate.

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.

Get the free scorecard → Enrol free

1 in 5

Seafood items globally mislabelled

Fraud types covered by I-CADMUS

Free

Consumer certification tier

Consumer Pathway

Start spotting fraud today — at no cost

The I-CADMUS Consumer Certification is free, self-paced, and recognised. Complete it in a weekend.

Free fraud scorecard download
Self-paced 8-module certification course
I-CADMUS Quiz — find your blind spots
Verifiable digital credential on completion
Public reporting channel access

Enrol free now →

Why it matters to you

You are the last line of defence — and the most powerful.

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.

Know the seven fraud types

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.

Ask better questions

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.

Report with credibility

A certified consumer who reports suspected fraud using I-CADMUS category language is taken seriously by enforcement bodies. Vague complaints go nowhere; precise, categorised reports prompt action.

Your quick reference

The seven categories — what to look for at the counter

Each I-CADMUS category has specific consumer-facing red flags. Here is your cheat sheet.

Illegal · 01

IUU Laundering

Ask if origin claims match the species' known fishing zone. Favour certified product with verifiable lot numbers.

Counterfeit · 02

Fake Labels

Scan QR codes on certified product. Search the certifier's database using the code on the label — do the lot numbers match?

Adulteration · 03

Chemicals & Water

Look for "moisture added" disclosures with a quantified percentage. Prefer product with cook-out weight declared.

Dilution · 04

Glazing & Mixing

Weigh frozen product before and after thawing. Significant loss indicates excess glaze. Look for net drained weight on the label.

Misrepresentation · 05

False Origin

Look for country-of-catch, not just country-of-processing. Ask for the certifier's name behind any sustainability claim.

Unreported · 06

Grey Channels

Be wary of "fresh off the boat" claims with no vessel ID, licence, or landing receipt. Ask the fishmonger to name their supplier.

Substitution · 07

Species Swap

Refuse orders listed as "white fish" or "reef fish." Ask for the species name. Be sceptical of premium species at unusually low prices.

All 7

See the complete framework with full definitions, red flags, and counter-measures.

View full taxonomy →

Certification pathway

Your pathway — free to start, forever.

The Consumer certification is the only I-CADMUS tier that is permanently free. No credit card. No expiry.

Pathway 01 — Consumers

Always free · no credit card required

The framework, the language, and the tools to refuse fraud at the counter.

Eight self-paced modules covering the complete I-CADMUS taxonomy, eight real-world case studies, and a final assessment leading to a verifiable digital credential recognised by the Seafood Consumer Association.

Enrol now — it's free → Browse free resources

Full 8-module curriculum access
Eight case studies with findings
I-CADMUS fraud scorecard download
Interactive species quiz
Final assessment and grading
Verifiable digital credential
Public reporting channel access
Community of certified consumers

Free resources

Tools built for you to use today.

Every resource in the consumer toolkit is free, practical, and ready to use at the supermarket, the fishmonger, or the restaurant table.

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Consumer · PDF

Fraud Scorecard

A pocket-size scorecard covering all seven I-CADMUS categories with consumer-facing red flags for each. Take it shopping.

2 pages · 0.4 MBDownload ↓

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Interactive · Web

I-CADMUS Quiz

A 20-question diagnostic that identifies which fraud type you're best at spotting — and which deserves more attention. No sign-up required.

10 minutesTake the quiz →

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Demo · Web · Mobile-friendly

QR Scanner Demo

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.

2 minutesTry the demo →

Ready to become a certified consumer?

Join thousands of certified consumers who can name, classify, and report seafood fraud. Free, recognised, and takes a weekend.

Enrol free → Browse resources