“…Several studies find a preference for wild seafood (Davidson, Pan, Hu, & Poerwanto, ; C. A. Roheim, Bush, Asche, Sanchirico, & Uchida, ; C. Roheim, Sudhakaran, & Durham, ), although there is some evidence this can be mitigated with ecolabels for some species and in some markets (Bronnmann & Asche, ; Bronnmann & Hoffman, ). However, the development does reflect the global production patterns (Anderson et al, ) and the market development for specific species in specific regions (Dey et al, ), as well as the potential competitive advantages of aquaculture products not only with respect to control over the production process but also with control and efficiency in logistics and marketing (Asche, Cojocaru, & Roth, ; Landazuri‐Tveteraas, Asche, Gordon, & Tveteras, ). It may also be important to note that it is far from obvious that there is a clear distinction between wild and aquaculture but that the real question is a matter of control with the production process (Anderson, ).…”