Climate change, environmental degradation and plastic pollution, animal welfare, social and labour issues, lifestyle, health and diet trends – and lately the COVID-19 pandemic – are all issues that matter to today’s knowledgeable and demanding consumer. In order for Mediterranean and Black Sea aquaculture to fulfil its potential while remaining sustainable and responsible, it needs to become more market-oriented and put the needs and wants of consumers at its core.

To assist the sector in shifting from a production focus to a market focus, the GFCM is supporting marketing and communication strategies to increase consumer knowledge and improve the image of farmed aquatic foods, as well promoting corporate social responsibility in the sector.