Welcome!
If you’ve found your way here, it means you care about sushi, and about where this category is going. That matters to us. It’s an honor to have you spend time with the NFI Sushi Council.
Sushi is no longer a trend. It’s a driver. It’s shaping how seafood is bought, sold, farmed, processed, and experienced by consumers every day. What used to sit in a narrow lane of restaurants now shows up everywhere, retail, grab-and-go, corporate dining, hospitals, universities. And it’s bringing new consumers into seafood in a way few categories ever have.
But growth like this doesn’t come for free.
Sushi concentrates demand on a relatively small group of species. It requires year-round consistency in a supply chain that wasn’t built for it. It raises the bar on quality and food safety, while at the same time increasing the risk when things go wrong. As the category scales, so does the brand and reputational risk for everyone involved.
That’s the reality we’re operating in.
The Sushi Council exists to meet that moment. This is a place where the industry comes together to get aligned on the things that matter, how we define sushi and sashimi grade, how we think about labeling and product integrity, how we strengthen food safety, and how we support responsible sourcing as the category continues to grow.
This isn’t theoretical work. It’s practical, and it’s needed.
Being part of the Council means you’re not reacting to where the category goes, you’re helping shape it. Members get access to the work as it develops, including insights like the U.S. Sushi Industry Report, and a seat at the table through working groups, town halls, and at events such as the Sushi Summit. Just as important, you’re connected to a group of peers who are dealing with the same challenges and opportunities you are.
We’re still early in this. The category is growing fast, and in many ways, it’s outpacing the structures that support it. That creates real opportunity, but only if we step in and build the alignment needed to support it long term.
That’s what we’re doing here.
I’m glad you’re here, and I hope you’ll join us.
Dick Jones
Executive Director