The European Commission has officially launched its new EU-wide campaign, “Aquaculture in the EU: We work for you with passion”, an ambitious communication initiative designed to bring aquaculture closer to citizens across the continent. With a strong focus on sustainability, food security, and regional development, the campaign is already making waves across Member States.
At the launch event in Brussels, EU Commissioner for Fisheries and Oceans, Costas Kadis, joined by institutional representatives and aquaculture producers from across Europe, underlined the sector’s diversity-not just in species, but in the wide range of production systems currently operating across the Union.
The campaign offers a comprehensive look into European aquaculture, showcasting methods that extend well beyond the image of fish on a plate. From offshore farming to recirculating aquaculture systems (RAS), integrated multi-trophic aquaculture, and the cultivation of shellfish and seaweed in intertidal zones-the variety is an impressive as it is sustainable.
The campaign-developed in close collaboration with Member States and the Aquaculture Advisory Council-seeks to shift public perception. Despite high consumption of aquaculture products in the EU, outdated concerns around environmental impact and animal welfare persist. To address these, the campaign’s educational materials-including videos, virtual farm tours, and interactive content-highlight the strict regulatory standards under which European aquaculture operates, ensuring food safety, traceability, and sustainability.
Beyond awareness, the campaign underscores aquaculture’s role as a driver of economic development, particularly in rural and coastal areas. It generates employment, supports local supply chains, and revitalises regions at risk of depopulation. Speakers also emphasized the need to strengthen aquaculture’s place within the European food system, especially given the EU’s current reliance on seafood imports-which account for more than 70% of consumption.
Running over the next three months, the campaign will include digital outreach, local events in schools, markets, and community centres, and the participation of producers and stakeholders at industry fairs across Europe.
By featuring a wide array of species-from gilthead seabream and trout to oysters, clams, sea bass, carps, mussels, salmon and algae-and highlighting various production methds, the campaign reflects the breadth of a sector that, though often overlooked, is key to tackling today’s food and environmental challenges.
Ultimately, organisers hope success will be measured not only by institutional reach, but by public engagement-by how many people come to value the dedication and care behind every sustainably farmed fish, shellfish, or seaweed in Europe’s waters.
Alongside in person events and outreach, the campaign features a dedicated mutilingual website- -serving as its central hub for public engagement and information.
Designed by accessibility in mind, the site introduces visitors to the world of European aquaculture through engaging content and intuitive navigation. Visitors can explore facts sheets on key species with insights into their production methods, nutritional profiles, and regional origins.
A standout feature is the interactive map, which allows users to explore aquaculture hotspots across the EU, discovering real-world examples of farms, techniques and sustainable practices in each country. The site also includes documentary-style videos where fish farmers share that drives them-their daily work, challenges, and the passion behind their profession.
Environmental responsibility is another key foucs. The site explains how Eurpean producers adhere to stringent rules on animal welfare, traceability, and ecosystem protection. Teachers and students will find a dedicated education section, with downloadable resources and classroom activities tailored to various age groups, helping to spark early interest in the sector.
Finally, the website tackles common misconceptions about aquaculture, debunking myths with science-backed facts. It also offers a user-friendly FAQ section to answer questions from curious minds.
With this digital platform, the European Commission is strengthening its commitment to making aquaculture more visible, valued, and better understood-championing a sector rooted in community, sustainability, and innovation.