Mr.Goodfish3.0:Co-creating Solutions for Sustainable Seafood

From May 2024, the Mr.Goodfish3.0 programme will be at the heart of a new European project called “Mr.
Goodfish3.0:Co-creating Solutions for Sustainable Seafood Consumption”. This three-year project will
receive a grant of 2 million euros under the European Commission’s Research & Innovation programme
Horizon Europe. This new project responds to the call for proposals for a Coordination & Support Action
(CSA) HORIZON-MISS-2023- OCEAN-01-10 launched in 2023, and addresses the EU Mission “Restore our
Oceans & Waters” which aspires to protect and restore the health of European oceans and freshwaters
through research & innovation, citizen engagement and investments in the blue economy, with a 2030 target.
In the continuity of the Mr.Goodfish3.0 programme, Mr.Goodfish3.0 aims to raise awareness for responsible
consumption of sea, freshwater and aquaculture products. To do so, the project will upgrade and expand the
Mr.Goodfish3.0 app as part of an EU-wide awareness campaign. The app will be part of an ecosystem of tools
and activities to be co-created by stakeholders in three pilot sites and upscaled in two replication sites, each
representing up to two of the following major European sea or freshwater basins: the Mediterranean Sea, the
Atlantic Ocean, the North Sea & Channel, the Baltic Sea, the Artic Ocean, the Black Sea and the Danube
River.
In this new project, co-creative & participatory methods will inform the development of new content for the
app,
enriching scientific data with socio-cultural and economic input through engagement with stakeholders
throughout the seafood value chain as well as with citizens & consumers. The approach aims to be as
inclusive as possible to reflect the diversity of social, cultural, health and economic contexts in which
European citizens evolve. Thanks to this approach, the app will be upgraded with data on seasonal seafood
in each basin along with information about health benefits or food waste as well as new co-created features.
The programme will also roll out a European-scale awareness campaign involving social and traditional
media, a call for multipliers across EU Member States, the dissemination of a package of communication
material and
educational activities, reaching adults & youth alike and promoting the app & Mr.Goodfish3.0 label among
European sustainable seafood providers. Mr.Goodfish3.0 will link up with other well-established initiatives such
as the European Union’s #TasteTheOcean campaign.
In the next three years, the project aspires to reach 30 million European citizens, to award 200 new European
businesses with the Mr.Goodfish3.0 label and to bring the app to all EU Member States by translating the
content into all EU languages and providing lists of seasonal seafood adapted to the local context in each
country. Up until now, Mr.Goodfish3.0 estimated that, if every French citizen was consuming a species
recommended in its seasonal lists just once a year, approximately 18,000 tons of threatened species
could be saved: now, one may consider the potential magnitude of this number when multiplied by 28
European countries, Norway included.