An initiative by the Department of Fisheries and Aquaculture in Malta hopes to encourage people to choose from a wider range of local species. The ‘Explore the Variety, Eat Sustainable Fish’ campaign aims to make sustainable seafood more visible, appealing and accessible through social media, partnerships with chefs and influencers, and public outreach activities.
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.
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.
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.
- Publication date
- 16 July 2026