Minister for European Funds Stefan Zrinzo Azzopardi, together with Animal Rights Minister Anton Refalo and Parliamentary Secretary for Fisheries, Aquaculture, and Animal Rights Alicia Bugeja Said have launched an information campaign aimed at promoting Maltese fish that are less popular with consumers, a government statement said.
Refalo said that it was an honour for him to officially launch the national campaign 'Discover the Variety, Eat Sustainable Fish,' which aims to change the way people view Maltese seas and its fish, and what ends up on people's daily plates.
He said that the initiative links health, the environment, and the economy, and this is not just another campaign, but one of awareness, education, and action, encouraging consumers to choose local fish that is abundant yet often overlooked, such as the Aċċola (greater amberjack) Sawrell, (mackerel) and Kubrit (black skipjack).
Refalo said that the common perception that buying fish is expensive is often incorrect.
"Local fish is not only of excellent quality and fresher, but often also cheaper than imported products. By choosing local, we eat well while supporting our fishermen and the local economy," Refalo said.
"Through this campaign, we want to encourage everyone to discover the wealth of our seas and include more sustainable fish in their daily diet. The sea gives us life, food, and identity, let us respect it by eating wisely, choosing local, and building a sustainable future for generations to come," he said.
Minister Zrinzo Azzopardi said that the initiative demonstrates the government's commitment to a sustainable fisheries sector through the European Maritime, Fisheries and Aquaculture Fund (EMFAF).
He said that Malta's seas are an important resource, and there is a duty to manage them wisely and with vision.
"EMFAF is not just financial investment but an investment in the future of our seas and the fishing community. It provides real support to make the sector more viable, innovative, and environmentally responsible," Zrinzo Azzopardi said.
Bugeja Said said that by choosing local fish, people are supporting local fishermen.
"We have abundant, fresh, high-quality local fish species, which unfortunately receive little recognition. This campaign encourages everyone to discover the wide variety of sustainable fish available in Malta, a choice that benefits the environment, our economy, and future generations," she said.
She said it is important to teach children that fish is not just salmon, tuna, or lampuki, and the Maltese seas are full of different species with high nutritional value.
"By eating local fish, we support our fishermen, protect our seas, and build a stronger, sustainable future for all," she said.
Deputy Director General of the Department of Fisheries and Aquaculture said that the campaign aims to reach and benefit everyone, and children will be encouraged to taste different fish types and learn about their health benefits from a young age, with the programme potentially integrated into schools.
The campaign is also expected to broaden the range of affordable, quality fish for consumers, increase sales and variety in fish shops, and boost demand for lesser-known fish species, ensuring fishermen receive better income for their hard work and sacrifices at sea, the statement said.
Zrinzo Azzopardi concluded by saying that beyond economic and nutritional benefits, diversifying fish consumption will also support marine ecosystems and fish species, by expanding demand for a variety of fish.
This campaign forms part of government's electoral programme to promote the fisheries sector and safeguard the livelihoods of fishermen, the statement said.