New Seafood Labelling Rules for Food Service
From 1 July 2026, food service businesses across Australia must clearly identify the origin of seafood served for immediate consumption.
These rules apply to restaurants, cafes, pubs, clubs, takeaway shops, food trucks, and delivery services that sell ready-to-eat seafood dishes.
The new requirements introduce a simple and consistent labelling system known as the AIM model, which tells customers if seafood is:
A – Australian
I – Imported
M – Mixed origin (contains both Australian and imported seafood)
This information must be visible before customers order their meal, such as on menus, menu boards, or online ordering platforms.
What is Country of Origin Labelling (CoOL)?
Country of Origin Labelling refers to laws that require food businesses to tell customers where food has been grown, produced, or made. In Australia, these rules operate under Australian Consumer Law and are supported by national food labelling standards.
For many years, packaged seafood sold in supermarkets and retail outlets has been required to show country of origin information. However, historically these rules did not apply to restaurants, cafes, takeaways or other hospitality venues.
That is now changing.
How Hospitality Businesses Display Seafood Origin
Food service businesses can display seafood origin in several ways:
1. AIM Letter Labels
Businesses can place a letter next to menu items:
(A) Australian
(I) Imported
(M) Mixed
Menus must include a legend explaining what the letters mean.
2. Written Origin Statements
Instead of letters, businesses can use clear text such as:
“Australian seafood”
“Contains imported seafood”
“Mixed origin seafood”
3. Single Business Statement
If a venue only uses Australian seafood, or only imported seafood, it may display one statement for the entire menu.
However, businesses using both cannot use this option.
Why CoOL Matters
Help Consumers Make Informed Choices
Clear origin information allows customers to decide what seafood they want to eat based on freshness, sustainability, or supporting local industries
Improve Transparency and Trust
Accurate origin labelling ensures customers are not misled about where seafood comes from. Australian Consumer Law requires all country-of-origin claims to be truthful, accurate and supported by evidence.
Support Australian Seafood Producers
Industry groups have strongly supported CoOL in food service as a way to give Australian seafood a fair opportunity to compete with imported products and help consumers easily identify local options.
What This Means for Seafood Consumers
Country of Origin Labelling gives Queenslanders a stronger voice when choosing seafood. When dining out, you will be able to:
See where your seafood comes from
Make informed purchasing decisions
Support local fishers and seafood communities
Understand when imported seafood is being served
These reforms help strengthen transparency across the seafood supply chain and empower consumers to support Australian seafood if they choose.
Show Us Your CoOL
Country of Origin Labelling is here, and industry has a key role to play! From 1 July 2026, Country of Origin Labelling (CoOL) will be enforceable for seafood sold in food service.
In the final months of the transition period, our National Peak Industry Body – Seafood Industry Australia, launched “Show Us Your CoOL”, recognising food service venues that were already CoOL compliant prior to enforcement.
Access a suite of ready-to-use assets is available to help you share the message across your networks, see the CoOL Toolkit here.
To support early adoption, SIA is launching Show Us Your CoOL, recognising food service venues that are already CoOL compliant.
Country of Origin Seafood Labelling for Seafood
What Seafood Must Be Labelled?
The new rules apply to seafood used in dishes served for immediate consumption, including:
• Fish and eels
• Crustaceans such as prawns, lobster and crab
• Molluscs such as oysters, mussels and scallops
• Other aquatic animals such as sea urchins or roe
If a dish contains any of these ingredients, businesses must identify whether the seafood is (A) Australian, (I) Imported or (M) Mixed.
Ensuring Accuracy and Compliance
Businesses must ensure that any origin claims are supported by supply chain records such as invoices or supplier information. Incorrect or misleading origin claims can result in penalties under Australian Consumer Law.
Complaints against incorrect labelling can be made here:
Report an issue to ACCC
Unsafe food practice complaints can be made via the Queensland Health website here:
Queensland Health Food Complaints
What You Can Do As A Consumer
Ask where your seafood comes from
Look for Australian seafood on menus
Support businesses that proudly promote local seafood
Share why local seafood matters to you
Choosing Queensland Seafood Supports:
✔ Local fishing families
✔ Regional coastal communities
✔ Jobs in seafood supply chains
✔ Australian food security
Need Help with CoOL?
The countdown is over, the time is here! 
With Country of Origin Labelling (CoOL) enforcement starting 1 July 2026, now is the time to make sure food service menus are compliant. If seafood is on a menu, it must be label led clearly as A | I | M.
If you need help understanding what this means for your business or an establishment that you frequent, please don’t hesitate to contact us for support. There are tools available online, and on our website to assist.