The new B2E action and commitment to “Improve European consumption of wild and farmed fish” presented in the EU-promoted “Mission to Restore Our Ocean and Waters” Charter has been accepted.

The initiative aims to dispel misconceptions about aquaculture and help consumers across Europe choose the freshest, healthiest, most environmentally and economically sustainable fish through selected information and awareness campaigns such as “Oh No! It’s a Myth After All!“ and the Digital Guide ”The 10 Commandments of Seafood,” which B2E has already launched in 2021 and 2022, respectively, and other actions that will follow, at least until 2026.

The application stated that “Portugal is the third largest consumer of fish in the world and the largest in the EU, with a per capita consumption of around 60 kg. However, at European level, only 10% of fish consumption comes from EU aquaculture.”

These B2E campaigns will feature videos, photos, social media posts, and data, available on the website and on our LinkedIn, Facebook, and Instagram profiles.

It is hoped that the information will reach thousands of fish consumers in Europe and help to inform them and give them the tools to make the best possible choice in a 360º approach, including the health and nutrition of both themselves and their families, respect for the ocean and its resources, animal welfare, and sustainability, among other aspects. B2E is committed to continuing this action by developing new actions and campaigns to be implemented in the coming years.

Check out the full commitment here and all the actions planned around the world here.

CoLAB is also collaborating with institutions and networks such as Iceland Ocean Cluster, EU4Ocean, and RISE UP (detailed information available here).

About Mission Ocean and Waters

According to the initiative’s website, the EU’s “Restoring the Ocean and Waters” mission “aims to protect and restore the health of our ocean and waters through research and innovation, citizen engagement, and blue investment. The mission’s new systemic approach will address the ocean and waters as one and play a key role in achieving climate neutrality and restoring nature.”

EU Missions are a new feature of the Horizon Europe research and innovation program. They are intended to be “a new way to bring concrete solutions to some of our biggest challenges.”