Mr. Goodfish touts sustainable, seasonal fish

French consumers are being encouraged to eat sustainable, seasonal seafood thanks to a marketing campaign launched this week at the country’s NAUSICAA aquarium.

In the northern coastal town of Boulogne-Sur-Mer, organizers kicked off the European Commission-backed “Mr. Goodfish” project, which seeks to promote sustainable seafood consumption.

“In the short term, the objective is to develop the appropriate communications and educational means to empower them [stakeholders] to make informed and sound choices when they buy seafood, so as to reduce human pressure on non-sustainable fisheries,” said the organizers.

Seafood professionals, restaurateurs and consumers can find a recommended list of seasonal fish at

Italy’s Genoa aquarium and Spain’s Finisterrae aquarium are also participating in the campaign, which falls under the auspices of the World Ocean Network. Along with the NAUSICAA aquarium, the aquariums post sustainable seafood listings for their respective geographical regions on the Mr. Goodfish Web site.

This week’s NAUSICAA list for winter species includes saithe, herring, red mullet and mussels, for example. Combined, the three aquariums claim they can reach 2 million people.

According to Mr. Goodfish organizers, the project’s mid-term objective is to validate the communications and educational tools within the pilot phase and then adapt the tools to create the best opportunity to promote sustainable seafood consumption.

With the tagline, “Good for the Sea, Good for You!” the campaign aims to raise consumer awareness at both the foodservice and retail levels. Mr. Goodfish stickers are available to indicate sustainable seafood choices on menus. Supporting the initiative, Michelin-starred chef Gaël Orieux of Auguste in Paris will place the Mr. Goodfish logo on his menus, with a corresponding explanation, beginning 18 March.

The campaign’s organizers are also encouraging fishmongers to use the Mr.Goodfish stickers on their fish labels.

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