A new E.U.-wide marketing campaign, "EU aquaculture: We work for you with passion," has the potential to both demystify fish farming in the bloc and give the sector a more positive perception among the region’s consumers, according to the European Commission’s Directorate-General for Maritime Affairs and Fisheries (DG MARE).
The campaign, in part, responds to a recent Eurobarometer survey which found that Europeans are not consuming recommended quantities of seafood, with just one-third of the E.U. population now eating fish once a week.
The same analysis also determined that only 8 percent of Europeans currently favor fish from aquaculture, while 36 percent of its respondents state a preference for wild-caught; 31 percent expressed indifference. A further finding was that 78 percent have noticed an increase in seafood prices, with 49 percent tending to switch to other meats or proteins when prices increase.
Speaking at the campaign’s unveiling on 25 March, DG MARE Director for Maritime Policy and Blue Economy Delilah Al Khudhairy said the campaign aims to show the vital role aquaculture plays in Europeans’ daily lives and in the future of the region, particularly in the context of food security.
“It is much more than public communication. It’s also an opportunity to reaffirm our commitment to a sector that holds immense potential for our economy, our livelihoods, our coastal and rural communities across the E.U., our sustainable food systems and food security, and also our environment and the climate,” she said. “We are recognizing the dedication of our aquaculture producers, who, very importantly, every day, bring consistently sustainable, high-quality, safe food to our tables. Aquaculture is about much more than food production. It is about food sovereignty, it is about reducing our reliance on imports, it is about tradition and innovation, it is about strengthening our local economies and supporting our coastal and rural communities, and it is also about ensuring future generations have access to healthy, nutritious food, and quality jobs in their communities. These are not abstract goals. These are tangible benefits that impact all of us all the time.”
Though Al Khudhairy said there’s a “running thread of optimism and passion” coursing through the industry, she explained the industry faces many challenges to scaling production...
