Most farms do not sell directly to consumers. How does F3 labeling work in that case?

Labeling must comply with local regulations and clearly indicate that the fish were responsibly fed in accordance with F3 contest rules. The primary purpose of labeling is to support verification and increase consumer awareness. Even if farms do not sell directly to consumers, the F3 Fish Farm challenge requires that farms control the packaging and labeling so that the product can be identifiable. Products can be distributed through commercial channels such as distributors, retailers, restaurants, or fish markets.