Fees for certification seem to be aimed at consolidated operations7 and producers

likely selling to niche export markets (unlike coffee or cocoa, certified seafood has not yet been mainstreamed into consumer consciousness with mislabeling of seafood being of significant concern). VietG.A.P. may be an appropriate starting point for many producers, since certification fees will initially be covered by the Vietnamese government. Even so, officials suggest that adoption of these guidelines would add between 20% and 25% to the cost of production [47], and it is unclear if 5FU or when producers will receive a premium for their product (the Ministry of Agriculture and Rural Development has signaled that they would ensure that VietG.A.P. certified products fetch higher prices than their uncertified counterparts [47]). All this suggests that significant implementation challenges exist for both producers and certifiers within a context such as Vietnam. To ground our overview of certification we turn to our study site in central Vietnam. The Tam Giang Lagoon is the largest brackish-water lagoon in Southeast Asia, covering 22,000 ha and spanning 70 km of Hue׳s coastline [31]. Lagoon physiography makes it ideal for fishing and aquaculture activities. Around 300,000 people, representing one third of the provincial population,

live in the three districts surrounding the lagoon, with see more an estimated 100,000 people depending directly on the fisheries sector and another 200,000 people depending on a range of related livelihood activities including coastal agriculture and occasional fishing or fish farming activities [32]. Fish farming is small producer oriented, using various methods

(net enclosures found in the lagoon scape, and highland and lowland earth ponds found near or at the edge of the lagoon). Small producers have been involved in intensive tiger shrimp culture (P. monodon) particularly in the 1990s and occasional intensive whiteleg shrimp culture (L. vannamei) in the 2000s. Extensive or improved-extensive tiger shrimp mixed with a combination of mud crabs, freshwater carp and other fish species have predominated since the mid 2000s in an effort to control disease outbreaks [48]. A total before of 5,321 t of aquaculture was produced in Hue province in 2010. Much of this volume was produced in the lagoon district in which we focus (Phu Vang produced over 2000 t of aquaculture in 2010) [25]. Phu Vang district also has higher than average poverty rates (13% in Phu Vang versus 11% throughout Hue province), and a high population density (612 km2 compared with 215 km2 in Hue province generally). To better understand what aquaculture looks like in Phu Vang district, Table 3 highlights key characteristics found amongst our sample (primary livelihood activity, main species targeted, total land area, and income).