How Malta is making sustainable seafood a consumer choice

Seafood consumers often focus on a small number of well-known fish species, placing pressure on those stocks. In Malta, however, the authorities have decided to tackle this at a grassroots level: through the 'Explore the Variety, Eat Sustainable Fish' initiative, the Department of Fisheries and Aquaculture is encouraging people to choose from a wider range of local species.

Through social media campaigns, partnerships with chefs and influencers, and public outreach activities - the project aims to make sustainable seafood more visible, appealing and accessible.

Plenty of fish in the sea

Malta has a rich maritime heritage and seafood tradition, but most consumers still favour a handful of traditional fish species - like salmon, lampuki, tuna, seabass and sea bream. Higher demand puts pressure on their stocks. This affects the balance between species and can harm marine ecosystems.

At the same time, bullet tuna, little tunny and horse mackerel are among many nutritious and locally sourced species that remain overlooked. Seeing the need to diversify consumption and encourage sustainable choices, the Department of Fisheries and Aquaculture launched the 'Explore the Variety, Eat Sustainable Fish' project in 2025.

The value of variety

With the help of EU funding, the project is rolling out targeted marketing and branding activities to promote under-consumed species. These include television and radio campaigns, social-media partnerships with chefs and influencers and the promotion of recipes featuring these fish. The team is also running outreach activities to engage with local businesses and the wider public - from school visits to participation at public events such as the AgriFair, the Festa Ħut (Fish Festival), and the national feast of St. Peter and St. Paul (L-Imnarja).

Alongside awareness-raising efforts, the initiative draws on consumer surveys, market and sales data, ecological assessments, and industry consultations to strengthen the supply chain for under-consumed species and improve their availability.

Together, these actions are helping to increase food literacy and shift public preferences towards more sustainable species. As Bjorn Azzopardi, Director-General of the Department of Fisheries and Aquaculture, explains, "Public perception will not shift on its own; it must be actively shaped through campaigns that are evidence based, transparent, and tailored to address the concerns highlighted by the public."

Making an impact

Through market diversification, the initiative aims to strengthen the resilience of the sector. As Azzopardi notes, "Consumer acceptance of a broader species mix creates more stable demand, improves market opportunities for fishers, and aligns with national objectives to modernise the fish market and improve value creation… strengthening the resilience of coastal and fisheries-dependent communities."

Although the project is still in its early stages, it is expected to deliver measurable results: greater consumption of varied fish species, improved availability in the market, increased public awareness of sustainable seafood choices, less pressure on overfished stocks, and healthier marine ecosystems.

Such an impact could not have been reached without support through the European Maritime, Fisheries and Aquaculture Fund (EMFAF): "Funding ensured that sustainability was not only promoted as a policy objective, but experienced by the public as a practical, positive, and accessible choice - reinforcing long-term behavioural change at community level." Through initiatives like this, funding translates sustainability from abstract policy into concrete actions for citizens.

Social media

• Facebook: https://www.facebook.com/ExploreFishVariety
• Instagram: https://www.instagram.com/explorefishvariety?igsh=MXZibWhrZmcwMmdmMg==