Choose your fish: a campaign for responsible consumption of products from the sea

Consumers can play a key role in realising the vision of “living well within the limits of our planet”, and can drive sustainable and responsible patterns, including the responsible consumption of seafood and aquaculture products.

The selected proposal should help citizens to make responsible choices in relation to the seasonality of fishes and to fish population decline and, when relevant, to the sustainability of fishing techniques. The campaign should be performed by using the most effective and creative media, tools and types of initiatives to ensure a broad outreach targeting different segments of consumers, including children.

Activities under this topic should also increase awareness and encourage consumption and purchase of seasonal and local seafood and aquaculture products, as well as awareness on health benefits and nutritional value of aquatic food. These activities should also increase awareness on the benefits to the planet from consuming sustainable seafood products (including under organic farming) as well as in relation to the lower relative carbon footprint of aquatic food.

Activities should have a broad geographical coverage in all Member States and Associated Countries. To take in due account local/regional specificities, activities should be co-designed and co-implemented with seafood retailers, consumer associations, producers and SMEs to motivate them to support informed choices of consumers.

Links with the “Taste the Ocean” initiative as well as with other international, national or local initiatives are encouraged in order to maximise the impact on more sustainable seafood and aquaculture products choices.