Kicking off a new chapter in EU aquaculture promotion, Commissioner Costas Kadis delivered the opening remarks at the Agriculture and Fisheries Council on March 24, 2025, unveiling an EU-wide communication campaign under the motto “EU aquaculture: we work for you with passion.” The initiative aims to tackle social acceptance challenges that hamper the expansion and licensing of new aquaculture facilities across member states.
Concrete campaign focus and strategic policy link
While the speech refrained from announcing new regulatory measures or funding boosts, it underscored the campaign’s role as a key instrument aligned with the Commission’s 2021 strategic guidelines on aquaculture. The campaign’s focus is on raising public awareness about aquaculture’s contributions: supplying local, low-carbon, and healthy food; generating jobs in coastal and rural areas; and delivering environmental benefits through some types of fish and algae farming.
Addressing regulation perception and social acceptance
Kadis emphasized the importance of informing citizens about the strict EU and national regulations on environmental protection, food safety, and animal welfare that govern aquaculture. By dispelling misperceptions, the campaign hopes to reduce opposition at local levels that impedes sector development.
Stakeholder impact and dissemination challenges
The initiative places aquaculture producers center stage, portraying their dedication and innovation. Its success hinges on robust dissemination at national levels, with Commissioner Kadis calling on member states to actively engage and spread the campaign’s messages. For aquaculture producers, the campaign promises enhanced public legitimacy that could ease operational restrictions. Conversely, national authorities bear the challenge and resource demands of local campaign rollouts. Consumers may benefit from increased confidence in aquaculture products, while EU civil society groups could leverage the campaign for greater environmental communications.
This campaign signals a policy orientation towards strengthening EU-level promotional efforts while maintaining current regulatory frameworks, focusing on improving social acceptance rather than altering licensing or subsidy structures.