Mr.Goodfish3.0 is a Horizon Europe-funded initiative spanning three years, dedicated to expanding the ongoing Mr.Goodfish programme throughout the European Union. It aims to promote sustainable seafood consumption through a large-scale awareness campaign and collaborative upgrades to the Mr.Goodfish app, engaging stakeholders across diverse European sea and freshwater basins.

Originating in 2010 across France, Italy, and Spain, and spearheaded by our member Nausicaà - French National Sea Centre, the Mr.Goodfish programme has been pivotal in advocating for responsible seafood consumption. Building on its success, the Mr.Goodfish3.0 project seeks to broaden its impact across the EU, leveraging a €2 million grant from Horizon Europe. This strategic initiative aligns with the EU Mission "Restore our Oceans & Waters," aspiring to safeguard marine ecosystems through research, innovation, and citizen engagement by 2030.

Embarking on a transformative journey, Mr.Goodfish takes its mission to new heights with the launch of this Horizon Europe project, with the aim to scale up throughout the European Union. At the heart of the project lies the ambition to enhance and expand the Mr.Goodfish app, aiming to play a significant role within an ecosystem of tools collaboratively developed with stakeholders across Europe. Through participatory methods, the app will feature enriched content on seasonal seafood, health benefits, and food waste, tailored to diverse cultural and socio-economic contexts. A robust European-scale awareness campaign, spanning traditional and social media, will amplify the initiative's reach, targeting both adults and youth.

With ambitious targets to engage 30 million citizens, label 200 new businesses, and achieve full coverage of the European Union, Mr.Goodfish3.0 aspires to make a substantial impact on marine restoration and sustainable seafood consumption across the continent. Led by a diverse consortium, including the Cyprus Marine & Maritime Institute as coordinator, Nausicaá, EUFIC, Three o'clock Ecsite, and our members, Mr.Goodfish3.0 aims to contribute to advancing responsible seafood consumption practices in Europe.