Project background

Fish consumption and exports have not grown as expected, despite the strong potential of domestic fish. Market conditions have changed, and sector actors need up-to-date information, new ways of working, and stronger cooperation. The programme was launched to support the entire fish sector, from consumers to companies, and to respond to these challenges.

Project objectives

• Increase interest in and trust in domestic fish.
• Strengthen the positive image of farmed fish.
• Improve the quality of fish products and related expertise across production stages.
• Support the development of new products and solutions.
• Help companies find new markets and grow exports.
• Increase the use of fish in professional kitchens.
• Provide practical recipes and skills for handling fish.

Project activities

• Published media releases and commissioned consumer studies on fish consumption.
• Produced new fish recipes for use in professional kitchens.
• Rolled out good practices for fishers, fish farmers, and small-scale processors.
• Trained retail and HoReCa professionals in fish product expertise.
• Organised innovation days, fish forums, and networking events.
• Participated in international trade fairs and organised study trips to support export skills.