This article was featured in Eurofish Magazine 4 2025.
Spain has launched a €90,000 project that aims to combat the “lack of generational renewal” in the consumption of seafood and in interest in the Spanish fishing sector. The agreement, signed by the Association of National Fisheries Producer Organisations, Pesca España, with the Ministry of Agriculture will run from 2025 to 2026 and will account for the ongoing collaboration of the two organisations to encourage “healthier, more responsible, and locally sourced” consumption of Spain’s seafood. According to the -ministry, the campaign will be two-fold, beginning with a focus on the relationship between “fish and sports” in 2025, followed by a shift toward younger audiences to demonstrate sustainable food models by 2026. The programme will include both educational content and social media engagement, utilising influencers to help reshape the meaning of seafood in the eyes of the public, especially the Spanish youth. This is not the first initiative by Pesca España to launch such actions. The Ministry has outlined a four-year business plan spanning from 2024 to 2028 that tackles education in fisheries and aquaculture, aiming to increase awareness and foster more informed consumer habits. In 2024, the organisation targeted schools, launching an immersive experience designed to introduce fishing professions to young children. The efforts hope to preserve the country’s rich fish heritage and sustain generations of educated and aware citizens.