The campaign, promoted by Apromar, is supported by the Ministry of Agriculture, Fisheries, and Food (MAPA) and co-financed by the EU.

Spanish Aquaculture Launches Its First Major Campaign to Promote Farmed Fish as a Solution for the Future of Food

SPAIN
Tuesday, September 16, 2025, 00:10 (GMT + 9)

Under the slogan "Fish for everyone, the real luck," the initiative seeks to educate consumers on the sector's essential role in food security and sustainability.

MADRID — The Spanish aquaculture sector has launched its first large-scale public campaign to highlight the crucial role of farmed fish in feeding the population. The initiative, promoted by the sectoral association Apromar under the brand Acuicultura de España, comes at a key time when food security and sustainability have become global priorities.

Photo: APROMAR

The sector aims to demystify the perception of farmed fish, emphasizing that wild-caught fishing alone can no longer meet consumer needs. According to FAO data, aquaculture makes up for this limitation by already accounting for more than 50% of the fish consumed on the planet. At the European level, Spain is the undisputed leader in EU aquaculture production, with a total of 266,066 tons and a first-sale value of €750.5 million in 2023, according to the latest Apromar data.

Photo: APROMAR

The campaign, titled "Fish for everyone, the real luck," will run from September to late November on traditional media and digital platforms. Through two spots in different formats (20” and 10”), the initiative seeks to show in an impactful way what everyday life would be like without farmed fish, conveying the idea that this industry is fundamental to feeding the world sustainably.

Apromar's manager, Javier Ojeda, explained the campaign's message: "With this campaign, we want to convey an optimistic message based on scientific fundamentals: aquaculture is not the future; it is already the present of a sustainable, healthy, and accessible food supply." In this way, the sector reinforces its commitment to animal welfare, traceability, and efficiency in the use of natural resources, ensuring that anyone can access quality fish throughout the year.

The initiative is supported by the Ministry of Agriculture, Fisheries and Food (MAPA) and is co-financed by the EU, which solidifies its importance at an institutional level.

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