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Genetic Testing Reveals Majority of “Mayport Shrimp” Dishes in Jacksonville Are Imported
57% of Restaurants Tested Explicitly Misrepresented Shrimp as Local or American Wild-Caught When Testing Revealed the Truth
Jacksonville, FL – Genetic testing of shrimp dishes served in the greater Jacksonville area has revealed widespread misrepresentation of imported, farm-raised shrimp as local, American wild-caught product — including shrimp marketed as iconic “Mayport Shrimp.”
SeaD Consulting conducted the Rapid ID Genetic High-Accuracy Testing (RIGHTTest™ on shrimp samples collected from 44 randomly selected restaurants and seafood markets in the Jacksonville area. The results show:
- 14 of 44 dishes (32%) were confirmed as authentic American wild-caught shrimp
- 30 of 44 dishes (68%) were imported or farm-raised shrimp
- 25 of 44 establishments (57%) were explicitly inauthentic, meaning menus or staff verbally represented the shrimp as local/Mayport/American wild-caught when testing confirmed imports
Even more troubling, consumers were paying more for the misrepresented product, on the average $2 more per plate, for inauthentic vs. authentic American wild-caught.
Consumers in this market study were paying a premium for shrimp they were told — or led to believe — was local American wild-caught product.
Restaurants Confirmed to Be Serving Authentic American Wild-Caught Shrimp
- AJ's Seafood, 21-1 Arlington Rd N, Jacksonville, FL 32211
- Beachside Seafood, 120 3rd St S, Jacksonville Beach, FL 32250
- Blue Fish Restaurant & Oyster Bar, 3551 St. Johns Ave, Jacksonville, FL 32205
- Fisherman's Dock Seafood Market, 11610 San Jose Blvd, Jacksonville, FL 32223
- Grouper Shack, 1700 3rd St S, Jacksonville Beach, FL 32250
- Julington Creek Fish Camp, 12760 San Jose Blvd, Jacksonville, FL 32223
- Land Shark Bar & Grill, 715 1st St N, Jacksonville Beach, FL 32250
- Marker 32, 14549 Beach Blvd., Jacksonville, FL 32250
- Mayport C & C Fisheries Seafood Market, 36 W 6th St, Atlantic Beach, FL 32233
- New Berlin Fish House & Oyster Bar,604 New Berlin Rd, Jacksonville, FL 32218
- Safe Harbor Seafood Restaurant, 4378 Ocean St, Mayport, FL 32233
- Seafood Express & More, 12961 N Main St #105, Jacksonville, FL 32218
- Singleton's Seafood Shack, 4728 Ocean St, Jacksonville, FL 32223
- Voodoo Brewing Co, 1974 San Marco Blvd, Jacksonville, FL 32207
Breakdown of Misrepresentation Findings
Of the 30 imported/farm-raised shrimp dishes identified:
- Only 3 of 30 restaurants indicated the dish contained imported farm-raised shrimp
- 2 of 30 restaurants were unsure of shrimp origin when asked, though testing confirmed imports
- 25 of 30 restaurants either through menu descriptions or staff assurances claimed shrimp were local/Mayport/American wild-caught when they were not
Notably, 6 of the 25 explicitly inauthentic restaurants were listed on the Jacksonville Mayport Shrimp Trail.
Impact on Consumers and Industry
Jacksonville, home of the Jacksonville Jumbo Shrimp, embraces shrimp as part of its identity. The team — rebranded in 2016 — reflects the region’s deep ties to shrimping along the St. Johns River, even incorporating shrimp into its colors and branding. Visitors and residents alike reasonably expect shrimp served in this coastal city to be authentic and regionally sourced.
Instead, testing demonstrates that verbal assurances alone are unreliable. Misrepresentation occurred in more than half of instances tested.
Founder and COO of SeaD Consulting Erin Williams, said, “Tourists visit Florida for fresh local seafood, and they should get it.”
“False advertising and mislabeling of shrimp dishes negatively impacts our American wild-caught shrimping industry, honest restaurants and seafood markets, and anyone coming to the coast looking for regional seafood,” said Blake Price, Director of the Southern Shrimp Alliance.
27% of shrimp are consumed by people visiting coastal communities, making sales in states like Florida vital to U.S. shrimp fishermen. The majority of states that produce warmwater shrimp have passed laws to address false advertising and protect consumers and local fisheries, but Florida has not, despite the large number of tourists who visit the state and its abundant coastline.
“Seafood tourism is real. They aren’t seeking imported farm-raised shrimp. They want the ocean-fresh flavor of U.S. wild-caught shrimp—the sustainable seafood caught right here. Given the rampant bait-and-switch in the marketplace, Florida needs to join other states and pass a law requiring transparent seafood labeling in restaurants. Let consumers make an informed choice,” said Price.
Mike Eddy, of Beacon Fisheries, a long-standing Jacksonville processor of seafood and Mayport shrimp, described the findings as deeply discouraging.
“It is utterly wrong for restaurants to portray themselves as selling American wild-caught Mayport shrimp while actually serving imports,” Eddy said. “When restaurants misrepresent imported, farm-raised shrimp as local, it damages consumer trust and takes opportunity away from hardworking American shrimpers who are trying to keep this heritage industry alive.”
Economic and Marketplace Consequences
The pricing data reveals a troubling pattern:
- Consumers are paying more on average for explicitly misrepresented shrimp than for verified American wild-caught dishes.
- Honest businesses sourcing domestic seafood face a competitive disadvantage.
- The American wild-caught shrimp industry loses market opportunity.
- Tourists who are expecting regional seafood are not always getting it, as expected.
Overall, consumers in this sample were paying a premium for a product they were not receiving, contributing to confusion in the marketplace and weakening trust in seafood labeling.
Testing Methodology
From the greater Jacksonville area, shrimp samples were taken from both restaurants and seafood markets offering shrimp products.
- 44 establishments were randomly selected
- Samples were subjected to SeaD Consulting’s RIGHTTest™ genetic analysis to determine species identification
SeaD’s testing is investigatory and intended to assist the restaurant industry and policymakers in combating seafood mislabeling and seafood substitution.
Policy Implications
Consumers are often advised to simply “ask if shrimp are American wild-caught.” This testing demonstrates that verbal assurances are insufficient safeguards in markets without strong labeling standards and enforcement.
Stronger legislation, enforcement mechanisms, and verification tools would improve transparency throughout the seafood supply chain while supporting:
- Consumers
- Honest restaurants and seafood markets
- American shrimp fishermen
- Coastal economies
About Southern Shrimp Alliance
The Southern Shrimp Alliance (SSA) is an organization of shrimp fishermen, shrimp processors, and other members of the domestic industry in the eight warmwater shrimp-producing states of Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, and Texas. SSA has funded SEAD Consulting’s genetic testing at restaurants throughout their region. The list of restaurants found to be serving American wild caught shrimp in the samples taken by market can be seen here.
About SeaD Consulting
SeaD (Seafood Development) Consulting works with diverse stakeholders—seafood producers, academia, governmental agencies, and environmental organizations—to foster innovation and sustainability throughout the sector, bridging commercial fishery science with testing and processing technologies to combat seafood mislabeling and substitution. They currently hold the patent, in partnership with Florida State University, for the portable rapid ID high-accuracy genetic test RIGHTTest™, being used in a multi-state study to determine shrimp species being served at seafood restaurants. For more information about the investigation and how you can support ethical seafood sourcing, please visit www.seadconsulting.com
Disclaimer: SeaD’s testing and reporting is intended to be used as an investigatory tool to assist the restaurant industry's fight against seafood mislabeling and is not intended for use in any legal proceedings, nor may SeaD’s data, testing, or reporting be used in any legal proceeding without the express written authorization of SeaD.
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