How the Swedish Market for Wild Caught Fish is Shaped by Voluntary Sustainability Standards

Abstract: Abstract This article deals with how the global northern market for wild caught fish is shaped by voluntary sustainability standards (VSS). Specifically, it investigates how different market norms introduced by both mainstream- and niche market VSS affect what market actors do in practice. Drawing on two case studies of MSC and KRAV in Sweden, we illustrate that globalisation is the main reason why mainstream market VSS is both the largest and the fastest growing category of VSS. Moreover, we also show why large market actors reap disproportionate benefits from mainstream market VSS. Finally, this paper concludes that market practice theories describing the shaping of food markets benefit from differentiating between global- and national normalizing practices.