Mr.Goodfish3.0: Co-creating solutions for sustainable seafood consumption

ongoing

"Mr.Goodfish3.0 builds on an existing application developed with stakeholder input from the seafood value chain to promote sustainable seafood consumption. It aims to upgrade and employ the app within an EU-wide awareness campaign. The app will be part of an ecosystem of tools and activities to be co-created by stakeholders in three pilot sites and upscaled in two replication sites in Europe to raise awareness for responsible consumption of sea, freshwater and aquaculture products. Co-creation will inform content development, enriching scientific input with socio-cultural and economic considerations and engaging stakeholders throughout the seafood value chain. The upgraded app will offer outputs such as individualised decision trees, information about health benefits, tips and tricks to fight food waste, recipes, and good practices. It will be available in all EU official languages, and it will take into account all major EU sea basins and inland waters. The awareness campaign will involve social and traditional media, a package of material and activities, and a call for multipliers with a local focus via our pilot and replication sites, as well as EU-wide dissemination activities. The campaign will relate to other European initiatives such as #TasteTheOcea and it will engage adults and the youth via educational activities for promoting the app as a guiding light for consumption behaviour change. The existing labelling process will be upscaled to display European providers of sustainable seafood and support the sustainability of the business model of Mr.Goodfish3.0. Consortium partners display a mix of science centres/aquariums and communicators, research institutions, and European-wide organizations. Their expertise and networks in terms of scientific input and content development, co-creation processes, app development, design and implementation of outreach campaigns and science engagement will be fully exploited to promote sustainable seafood consumption."