Interfish was established with the aim of representing the entire value chain of the fishery product (extractive, processing and marketing sectors)

Spanish Fishery Sector Makes Historic Move: Direct Funding for Fish Promotion

SPAIN
Friday, May 23, 2025, 23:00 (GMT + 9)

Interfish Partners Unveil Unprecedented Model: Fishermen to Directly Finance Marketing Campaigns, Aiming to Reshape Consumer Perception of Key Species.

A Guarda, Burela, and Marín – In a landmark decision, the members of Interfish, Spain's sole interprofessional fishing organization, have agreed to a groundbreaking new funding model: for the first time, the fishing fleet itself will directly finance the promotion of its catch through a per-tonne contribution.

This unprecedented change in the Spanish fishing sector stems from professionals involved in the capture of blue shark (tintorera), mako shark (marrajo), and swordfish (pez espada). It represents a strategic commitment to sustained, long-term promotion of high-quality products landed by vessels based in Galicia.

The decision coincides with Interfish's upcoming sixth anniversary in August and marks the launch of a new informational campaign designed to reshape the narrative surrounding fish consumption. "If other foreign species, like Norwegian salmon, are growing in sales despite being more expensive, it's because they've known how to tell their story well," stated Interfish, an organization formed by three professional extractive sector organizations—Orpagu, OP Burela, and Opromar—along with Conxemar. "We have a great story, and the time has come to tell it from what we are: sea, culture, and identity."

Public-Private Collaboration and "Protective Fish" Campaign

The new funding model also exemplifies public-private collaboration, backed by the Xunta de Galicia and the Spanish Government. The shared goal is to revive consistent promotional campaigns, similar to those once driven by the former FROM (Fisheries Market Regulation and Orientation Fund), that deeply resonate with consumers. In parallel, Interfish will continue its existing initiatives, such as the "Know Our Protective Fish" campaign, which highlights the nutritional benefits of mako shark, blue shark, and swordfish.

With this shift, the sector aims to build a solid, emotional, and effective narrative capable of connecting with consumers and ensuring these three sustainably caught species secure their rightful place on the table. The change in focus does not abandon scientific arguments but complements them with a human-centric story. The campaign will continue to emphasize the nutritional properties of fish—a cornerstone of the Atlantic Diet and an essential source of Omega-3—but will frame it within a narrative where consumers can feel a deeper connection.

Economic, Social, and Identity Impact

Beyond influencing product perception, this strategy carries significant economic and social dimensions. Valuing these species contributes to strengthening employment in coastal areas, boosting fleet competitiveness, and preserving a sector that forms an essential part of Galician identity. With this move, Interfish seeks not only to communicate but to lead a new understanding of fishing activity.

"We also have a story. And it deserves to be told. It is a story of overcoming challenges, risks, collective effort, and courage. A story that begins on the high seas, passes through every fish market, and ends on the tables of thousands of families. It is not just fishing: it is identity, it is future, and it is a commitment to a profession that continues to look to the horizon with the same determination as always," stated the organization's directive.

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