Campaigning for responsible consumption of products from the sea
Mr.Goodfish3.0 (Partnership), VERIFISH (Partnership)
(
Partnership
)
#OceanAction59283
Description
Partners from the projects Mr.Goodfish3.0 and VERIFISH, part of the European Union’s Mission “Restore our Ocean & Waters”, have joined forces to launch awareness-raising campaigns for responsible seafood, freshwater and aquaculture production and consumption in Europe. Campaigns will run until 2027 and will encompass a range of activities, including the development of two apps and a sustainability indicators framework supporting consumers & professionals in choosing responsible seafood options, games, educational resources and social media campaigns.
VeriFish: Empowering Transparency and Sustainability in Seafood Consumption
VeriFish is a Horizon Europe-funded initiative designed to improve how we communicate seafood sustainability across Europe. VeriFish develops a comprehensive framework of verifiable sustainability indicators integrating environmental, social, nutritional, and provenance data. These indicators aim to help consumers, retailers, and supply chain actors make better informed, science-based decisions—bridging the gap between complex data and actionable choices.
The project addresses critical challenges in the seafood sector, including information overload, fragmented certification schemes, and a lack of harmonised sustainability communication. By linking data from trusted sources such as FAO, ICES, FishBase, EuroFIR, etc..., VeriFish enhances transparency and supports responsible production and consumption. Its outputs—including factsheets, digital tools, and visual explainers—will promote credible sustainability messaging, build consumer trust, and nudge purchasing behaviour toward less pressured but nutritious seafood alternatives.
At the core of VeriFish’s innovation are three pillars: a prototype web-based app that translates indicator data into consumer-friendly content; a series of media products and campaigns tailored to different audiences (e.g., families, chefs, educators); and a CEN Workshop Agreement (CWA) offering European Good Practice recommendations for communicating seafood sustainability. Together, these elements help improve transparency and boost demand for sustainable seafood across diverse European markets.
Mr.Goodfish3.0: Promoting Responsible Seafood Consumption
Mr.Goodfish3.0 builds on the legacy of the Mr.Goodfish programme, initially launched in 2010. This project takes seafood awareness to the next level, encouraging responsible seafood consumption patterns across Europe. By upgrading the Mr.Goodfish media products (app and platform), the project will provide European consumers and professional of the value chain with actionable insights into responsible seafood choices.
The enhanced app will include features such as:
· Seasonal seafood recommendations tailored to local ecosystems.
· Health benefits of sustainable seafood options.
· Recipes and practical tips to consume seafood more responsibly.
· Cultural and socio-economic adaptations to cater to diverse audiences.
Through a large-scale awareness campaign, Mr.Goodfish3.0 will connect with consumers, chefs, retailers, and policymakers across Europe, inspiring collective action to protect marine biodiversity and promote responsible consumption of aquatic resources.
The project encompasses all major European, sea basins and inland waters, as well as aquaculture, in an effort to promote a holistic approach to responsible aquatic food consumption across Europe. The project will test & co-create its approach in the following areas:
· Arctic Ocean: Pilot Site in Tromsø, Norway
· Atlantic, North Sea and Channel: Pilot Site in Boulogne-sur-mer, France
· Mediterranean Sea: Pilot Site in Larnaka, Cyprus
· Baltic Sea: Replication Site in Gdynia, Poland
· Danube & Black Sea: Replication site in Sofia, Bulgaria
Cyprus Marine and Maritime Institute (Academic institution), Ecsite - The European network of science centres and museums (Non-Governmental Organisation), EUFIC - The European Food information council (Non-Governmental Organisation), Nausicaa Centre National de la mer (Non-Governmental Organisation), Three o’clock (Private sector), Nornorskvitensenter (Other relevant actor), Center for Research and Analysis (Scientific community), Experyment Science Centre (Other relevant actor)
Trust-IT Services (Private Sector), EUROFir (Non-Governmental Organisation), Poseidon (Private Sector), Clupea (Private Sector), Eurofish International Organisation (Governmental Organisation), COMMpla (Private Sector), Premotech (Private Sector), FORTH (Research Community), Nofima (Scientific Community)
SDGS & Targets
Goal 2
End hunger, achieve food security and improved nutrition and promote sustainable agriculture

2.1
By 2030, end hunger and ensure access by all people, in particular the poor and people in vulnerable situations, including infants, to safe, nutritious and sufficient food all year round
2.1.1
Prevalence of undernourishment
2.1.2
Prevalence of moderate or severe food insecurity in the population, based on the Food Insecurity Experience Scale (FIES)
2.2
By 2030, end all forms of malnutrition, including achieving, by 2025, the internationally agreed targets on stunting and wasting in children under 5 years of age, and address the nutritional needs of adolescent girls, pregnant and lactating women and older persons
2.2.1
Prevalence of stunting (height for age <-2 standard deviation from the median of the World Health Organization (WHO) Child Growth Standards) among children under 5 years of age
2.2.2
Prevalence of malnutrition (weight for height >+2 or <-2 standard deviation from the median of the WHO Child Growth Standards) among children under 5 years of age, by type (wasting and overweight)
2.2.3
Prevalence of anaemia in women aged 15 to 49 years, by pregnancy status (percentage)
2.3
2.3.1
Volume of production per labour unit by classes of farming/pastoral/forestry enterprise size
2.3.2
Average income of small-scale food producers, by sex and indigenous status
2.4
By 2030, ensure sustainable food production systems and implement resilient agricultural practices that increase productivity and production, that help maintain ecosystems, that strengthen capacity for adaptation to climate change, extreme weather, drought, flooding and other disasters and that progressively improve land and soil quality
2.4.1
Proportion of agricultural area under productive and sustainable agriculture
2.5
By 2020, maintain the genetic diversity of seeds, cultivated plants and farmed and domesticated animals and their related wild species, including through soundly managed and diversified seed and plant banks at the national, regional and international levels, and promote access to and fair and equitable sharing of benefits arising from the utilization of genetic resources and associated traditional knowledge, as internationally agreed
2.5.1
Number of (a) plant and (b) animal genetic resources for food and agriculture secured in either medium- or long-term conservation facilities
2.5.2
Proportion of local breeds classified as being at risk of extinction
2.a
2.a.1
The agriculture orientation index for government expenditures
2.a.2
Total official flows (official development assistance plus other official flows) to the agriculture sector
2.b
Correct and prevent trade restrictions and distortions in world agricultural markets, including through the parallel elimination of all forms of agricultural export subsidies and all export measures with equivalent effect, in accordance with the mandate of the Doha Development Round
2.b.1
Agricultural export subsidies
2.c
Adopt measures to ensure the proper functioning of food commodity markets and their derivatives and facilitate timely access to market information, including on food reserves, in order to help limit extreme food price volatility
2.c.1
Indicator of food price anomalies
Goal 3
Ensure healthy lives and promote well-being for all at all ages

3.1
3.1.1
Maternal mortality ratio
3.1.2
Proportion of births attended by skilled health personnel
3.2
3.2.1
Under-five mortality rate
3.2.2
Neonatal mortality rate
3.3
By 2030, end the epidemics of AIDS, tuberculosis, malaria and neglected tropical diseases and combat hepatitis, water-borne diseases and other communicable diseases
3.3.1
Number of new HIV infections per 1,000 uninfected population, by sex, age and key populations
3.3.2
Tuberculosis incidence per 100,000 population
3.3.3
Malaria incidence per 1,000 population
3.3.4
Hepatitis B incidence per 100,000 population
3.3.5
Number of people requiring interventions against neglected tropical diseases
3.4
3.4.1
Mortality rate attributed to cardiovascular disease, cancer, diabetes or chronic respiratory disease
3.4.2
Suicide mortality rate
3.5
Strengthen the prevention and treatment of substance abuse, including narcotic drug abuse and harmful use of alcohol
3.5.1
Coverage of treatment interventions (pharmacological, psychosocial and rehabilitation and aftercare services) for substance use disorders
3.5.2
Alcohol per capita consumption (aged 15 years and older) within a calendar year in litres of pure alcohol
3.6
3.6.1
Death rate due to road traffic injuries
3.7
By 2030, ensure universal access to sexual and reproductive health-care services, including for family planning, information and education, and the integration of reproductive health into national strategies and programmes
3.7.1
Proportion of women of reproductive age (aged 15-49 years) who have their need for family planning satisfied with modern methods
3.7.2
Adolescent birth rate (aged 10-14 years; aged 15-19 years) per 1,000 women in that age group
3.8
Achieve universal health coverage, including financial risk protection, access to quality essential health-care services and access to safe, effective, quality and affordable essential medicines and vaccines for all
3.8.1
Coverage of essential health services
3.8.2
Proportion of population with large household expenditures on health as a share of total household expenditure or income
3.9
3.9.1
Mortality rate attributed to household and ambient air pollution
3.9.2
Mortality rate attributed to unsafe water, unsafe sanitation and lack of hygiene (exposure to unsafe Water, Sanitation and Hygiene for All (WASH) services)
3.9.3
Mortality rate attributed to unintentional poisoning
3.a
3.a.1
Age-standardized prevalence of current tobacco use among persons aged 15 years and older
3.b
Support the research and development of vaccines and medicines for the communicable and non-communicable diseases that primarily affect developing countries, provide access to affordable essential medicines and vaccines, in accordance with the Doha Declaration on the TRIPS Agreement and Public Health, which affirms the right of developing countries to use to the full the provisions in the Agreement on Trade-Related Aspects of Intellectual Property Rights regarding flexibilities to protect public health, and, in particular, provide access to medicines for all
3.b.1
Proportion of the target population covered by all vaccines included in their national programme
3.b.2
3.b.3
Proportion of health facilities that have a core set of relevant essential medicines available and affordable on a sustainable basis
3.c
3.c.1
Health worker density and distribution
3.d
Strengthen the capacity of all countries, in particular developing countries, for early warning, risk reduction and management of national and global health risks
3.d.1
International Health Regulations (IHR) capacity and health emergency preparedness
3.d.2
Percentage of bloodstream infections due to selected antimicrobial-resistant organisms
Goal 14
Conserve and sustainably use the oceans, seas and marine resources for sustainable development

14.1
By 2025, prevent and significantly reduce marine pollution of all kinds, in particular from land-based activities, including marine debris and nutrient pollution
14.1.1
(a) Index of coastal eutrophication; and (b) plastic debris density
14.2
By 2020, sustainably manage and protect marine and coastal ecosystems to avoid significant adverse impacts, including by strengthening their resilience, and take action for their restoration in order to achieve healthy and productive oceans
14.2.1
Number of countries using ecosystem-based approaches to managing marine areas
14.3
Minimize and address the impacts of ocean acidification, including through enhanced scientific cooperation at all levels
14.3.1
14.4
By 2020, effectively regulate harvesting and end overfishing, illegal, unreported and unregulated fishing and destructive fishing practices and implement science-based management plans, in order to restore fish stocks in the shortest time feasible, at least to levels that can produce maximum sustainable yield as determined by their biological characteristics
14.4.1
14.5
By 2020, conserve at least 10 per cent of coastal and marine areas, consistent with national and international law and based on the best available scientific information
14.5.1
14.6
By 2020, prohibit certain forms of fisheries subsidies which contribute to overcapacity and overfishing, eliminate subsidies that contribute to illegal, unreported and unregulated fishing and refrain from introducing new such subsidies, recognizing that appropriate and effective special and differential treatment for developing and least developed countries should be an integral part of the World Trade Organization fisheries subsidies negotiation
14.6.1
Degree of implementation of international instruments aiming to combat illegal, unreported and unregulated fishing
14.7
By 2030, increase the economic benefits to Small Island developing States and least developed countries from the sustainable use of marine resources, including through sustainable management of fisheries, aquaculture and tourism
14.7.1
Sustainable fisheries as a proportion of GDP in small island developing States, least developed countries and all countries
14.a
Increase scientific knowledge, develop research capacity and transfer marine technology, taking into account the Intergovernmental Oceanographic Commission Criteria and Guidelines on the Transfer of Marine Technology, in order to improve ocean health and to enhance the contribution of marine biodiversity to the development of developing countries, in particular small island developing States and least developed countries
14.a.1
14.b
Provide access for small-scale artisanal fishers to marine resources and markets
14.b.1
Degree of application of a legal/regulatory/policy/institutional framework which recognizes and protects access rights for small‐scale fisheries
14.c
Enhance the conservation and sustainable use of oceans and their resources by implementing international law as reflected in United Nations Convention on the Law of the Sea, which provides the legal framework for the conservation and sustainable use of oceans and their resources, as recalled in paragraph 158 of "The future we want"
14.c.1
Number of countries making progress in ratifying, accepting and implementing through legal, policy and institutional frameworks, ocean-related instruments that implement international law, as reflected in the United Nations Convention on the Law of the Sea, for the conservation and sustainable use of the oceans and their resources
SDG 14 targets covered
Name | Description |
---|---|
14.4 | By 2020, effectively regulate harvesting and end overfishing, illegal, unreported and unregulated fishing and destructive fishing practices and implement science-based management plans, in order to restore fish stocks in the shortest time feasible, at least to levels that can produce maximum sustainable yield as determined by their biological characteristics |
14.b | Provide access for small-scale artisanal fishers to marine resources and markets |
Deliverables & Timeline
Resources mobilized
Partnership Progress
Feedback
Action Network

Timeline
Entity
Other beneficiaries
Ocean Basins
Communities of Ocean Action
Countries










Headquarters
Contact Information
Iwona, Head of International Relations Department - Nausicaa, Centre national de la mer