Seafood is central to European culture and diets, yet 37.7% of global fish stocks are overexploited (FAO 2024). Transforming the way we catch, farm, sell, and consume aquatic food is essential to protect marine biodiversity, support coastal livelihoods, and ensure healthy meals for future generations.
Many citizens genuinely want to eat well and sustainably, but they often lack clear, trustworthy guidance and remain trapped in familiar consumption habits. For instance choosing the same few overexploited species again and again. The challenge is to make responsible choices simple, affordable, and trustable, turning information into inspiration and behaviour change into a shared, rewarding journey.
The project builds on the successful French programme Mr.Goodfish, which provides a sustainability label to businesses following its scientific evidence-based recommendations, and has an app where consumers can find information about seasonal fish, recipes and sustainable businesses. The programme was first launched in 2010 through a collaboration among three aquaria in France (Nausicaá – Centre National de la Mer), Italy (Acquario di Genova), and Spain (Aquarium Finisterrae).
The project is expanding this initiative, aiming to raise awareness of responsible consumption of products from the sea, freshwater, and aquaculture. A key outcome will be the upgraded Mr.Goodfish Programme, bringing together professional partners (fishing companies, restaurants, fish auctions...) from across the EU and supported by a multilingual digital platform and an app. This platform will act as a practical gateway for citizens and businesses to engage in sustainable seafood consumption and production as part of a Europe-wide awareness campaign.
At the heart of the project is a co-creation process led by Three o’ clock, taking place in Tromsø (Norway), Boulogne-sur-Mer (France), and Larnaca (Cyprus). In each location, local stakeholders, from professionals to consumers, will work together to design tailored interventions that inspire awareness and promote more sustainable consumption habits. The approach will then be replicated in Poland and Bulgaria. In parallel, we are developing a behaviour-change and nudging toolkit, and supporting the long-term exploitation of the digital platform and app.
At the heart of Mr.Goodfish3.0 there is a simple message: choose the right fish at the right season. By working with citizens, businesses, policymakers, and educators, Mr.Goodfish3.0 is building a Europe-wide movement to make sustainable seafood both accessible and attractive. The awareness campaign aims to reach 3000 citizens across Europe, at least 200 business are expected to join the programme and at least 10 sustainable seafood solutions will be co-created in pilots and replicators countries. So far local co-creation produced positive outputs such as motivating university students to organise awareness workshops with their peers and bringing local professionals together to discuss sustainability gaps.
This work was developed as part of the Horizon Europe project MR.GOODFISH3.0 led by CMMI (Cyprus Marine and Maritime Institute). The project is focused on raising awareness about sustainable seafood and expanding the existing sustainable label French programme Mr.Goodfish across Europe.
