How Malta Is Building a Culture of Sustainable Fish Consumption
The future of sustainable fisheries will not be decided only at sea. It will also be decided in fish markets, kitchens and supermarkets, where consumers choose which species deserve a place on their plates.
When discussing sustainable fisheries, conversations often revolve around quotas, stock assessments and marine protected areas. Yet one of the most powerful drivers of sustainability lies somewhere much closer to home: the choices consumers make at the fish counter.
Malta’s “Explore the Variety, Eat Sustainable Fish” initiative demonstrates that changing seafood consumption habits can become a practical conservation tool. Rather than focusing solely on protecting fish stocks, the campaign seeks to reshape the relationship between people, food and the sea by encouraging consumers to discover locally available fish species that have traditionally been overlooked. The initiative, developed by Malta’s Department of Fisheries and Aquaculture and co-financed through the European Maritime, Fisheries and Aquaculture Fund (EMFAF), is supported by a dedicated educational platform that provides information on local fish species, nutritional benefits, recipes, sustainability and seasonal availability. More than a promotional website, it serves as a knowledge hub designed to reconnect citizens with their marine heritage. The initiative can be explored at https://explorefishvariety.gov.mt.
The challenge of eating the same fish
Despite being an island nation with centuries of maritime tradition, Malta faces a paradox shared by many coastal communities worldwide.
Consumers overwhelmingly prefer a limited number of familiar species, while dozens of nutritious local fish remain largely ignored. This concentration of demand increases fishing pressure on the most popular species and leaves many sustainably available resources underutilised.
The campaign encourages consumers to discover species such as:
- Bullet tuna (Auxis rochei)
- Little tunny (Euthynnus alletteratus)
- Greater amberjack (Seriola dumerili)
- Atlantic horse mackerel (Trachurus trachurus)
- Silver scabbardfish (Lepidopus caudatus)
These species are locally caught, highly nutritious, rich in protein and omega-3 fatty acids, and often more affordable than better-known alternatives. Yet consumer familiarity—not quality—has historically limited their market demand.
Food literacy as a conservation strategy
What makes Malta’s initiative particularly interesting is that it treats food literacy as an environmental policy.
Instead of simply telling people to “eat sustainable fish,” the campaign explains why species diversity matters and provides practical tools that make behavioural change possible.
Its activities include:
- nationwide television and radio campaigns;
- digital communication and social media;
- partnerships with local chefs and food influencers;
- recipes featuring under-consumed species;
- school outreach programmes;
- participation in public festivals and seafood events;
- direct engagement with fish markets and seafood businesses.
By making unfamiliar species attractive and accessible, the initiative reduces one of the greatest barriers to sustainable consumption: uncertainty. Consumers are far more likely to buy an unfamiliar fish when they know how to cook it, where to find it and why their choice matters.
From awareness to the dinner plate
One of the campaign’s greatest strengths is that it does not stop at raising awareness. It transforms knowledge into experience.
Rather than simply encouraging people to buy different fish species, the initiative collaborates with local chefs, food influencers and seafood professionals to demonstrate how lesser-known species can become attractive, delicious and easy-to-cook meals. Through recipe development, cooking demonstrations and digital storytelling, consumers discover that sustainability does not require sacrificing flavour—it simply means exploring the richness of local marine biodiversity.
The campaign also maintains a regular presence at the historic Pixkerija, the traditional Marsaxlokk Fish Market, Malta’s most iconic seafood marketplace. Every Sunday, dedicated information stands welcome visitors with tastings, educational materials and opportunities to speak directly with fisheries experts about under-utilised species, sustainable fishing and seafood preparation. More recently, the initiative expanded through a travelling food truck, bringing tasting sessions and live cooking experiences to different communities and public events, allowing both residents and visitors to experience the culinary potential of locally caught fish first-hand.
Sustainability begins with consumer behaviour
The project recognises a simple but often overlooked reality.
Fishers catch what markets demand.
Restaurants serve what customers order.
Retailers stock what people buy.
Changing consumer preferences therefore creates incentives throughout the entire seafood value chain. A more diversified market spreads demand across a wider range of species, reducing dependence on a handful of heavily targeted fish while creating new commercial opportunities for local fisheries.
This approach represents a shift from regulating fisheries alone towards influencing the demand side of seafood consumption.
Beyond a Campaign: Preserving Seafood Culture
The true value of Explore the Variety, Eat Sustainable Fish lies in its ability to connect environmental sustainability with cultural identity.
Far more than an awareness campaign, the project combines consumer research, public engagement, market analysis and continuous collaboration with fishers, seafood businesses, chefs and local communities to encourage lasting behavioural change. Every cooking demonstration, tasting session, school activity and public event contributes to rebuilding a culture of seafood diversity.
This effort also celebrates one of Malta’s oldest maritime traditions: the Pixkerija, the historic fish market of Marsaxlokk. For generations, it has been much more than a marketplace. It is where knowledge of seasonality, local species, fishing techniques and culinary traditions has been shared among fishers, traders, chefs and families, preserving a living heritage that continues to define Malta’s relationship with the sea.
Today, as consumers increasingly rely on supermarkets and purchase only a handful of familiar species, protecting marine biodiversity also means preserving the cultural knowledge that enables communities to recognise, appreciate and prepare a wider diversity of seafood.
Malta’s experience demonstrates that sustainable fisheries cannot rely exclusively on regulations at sea. They also depend on informed consumers, vibrant local markets, skilled fishers, inspired chefs and communities that understand the value of their marine ecosystems.
Ultimately, building a sustainable future for our oceans begins by building a culture of seafood diversity—because every informed choice at the fish counter contributes to healthier seas, stronger coastal communities and a more resilient blue economy.
How Malta Is Building a Culture of Sustainable Fish Consumption
