Researchers funded by the European Union are collaborating on a groundbreaking initiative aimed at enhancing consumer understanding of seafood origins, environmental impact, and nutritional benefits. This initiative, known as FishEUTrust, is led by Professor Nives Ogrinc, head of the ISO-FOOD Centre at the Jožef Stefan Institute in Slovenia. The research undertakes a comprehensive examination of consumer preferences and aims to increase transparency within seafood supply chains across the EU, the world's third-largest seafood market, after China and Indonesia.

Gaining insights into consumer behaviour has become increasingly relevant, particularly as individuals express greater interest in sustainable sourcing of their seafood. High-profile certifications such as the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) labels are becoming pivotal as consumers prioritise products that meet sustainability standards. Despite these preferences, the COVID-19 pandemic has adversely impacted seafood consumption. Reports indicate that inflation caused a significant decline in at-home fish consumption in 2022.

The FishEUTrust project, which spans a duration of four years, involves a coalition of 14 countries, comprising leading research institutes and experts. The team has engaged in various consumer surveys conducted in Denmark, Italy, and Slovenia and has established five Living Labs in key areas like the Mediterranean Basin, the North Sea, and the Atlantic Sea. These labs serve as practical environments where current practices are analysed, sustainable business models are proposed, and initiatives to protect local culinary heritage are explored. Professor Ogrinc noted, “People would like to know where their fish is coming from and if its production is environmentally friendly."

To delve deeper into consumer choices, researchers at the University of Bologna in Italy are crafting a virtual shopping environment that incorporates sensory elements. Participants from Italy, Denmark, and Slovenia will engage in tasting sessions where they select from a virtual table featuring four types of seafood – mussels, sea bream, turbot, and rainbow trout – presented in various forms. This data will inform techniques to increase seafood purchasing frequency.

Initial analyses suggest a significant gap in consumer knowledge concerning aquaculture practices, with many individuals confused about product labels and the true origins of their seafood. Igor Koroušić, a Croatian restaurant owner with expertise in seafood supply chains, highlighted concerns regarding traceability, stating, “We can see very often that certain types of fish we buy are probably mislabelled.” He elaborated on the complexities of identifying seafood species, particularly among frozen products, and noted that while these issues might not perturb restaurant operators due to quality and pricing, they remain vital for the majority of consumers who seek greater clarity through traceability.

The FishEUTrust team is integrating advanced technology to assure the quality, safety, and traceability of seafood. This includes the development of sensors designed to detect pathogenic bacteria and toxins, assess freshness, and test for pharmaceuticals. Collaborating institutions include the “Iuliu Hațieganu” University of Medicine and Pharmacy in Romania, the University of Florence in Italy, and the Brandenburg University of Technology in Germany.

Furthermore, efforts are underway to create tools that analyse the genetic information of seafood, enabling identification of origins and whether products are wild-caught or farmed. Ogrinc indicated the project's focus on sea bream to initiate this aspect, with the aim to ascertain both carbon footprints and nutritional values related to these products.

In a push to enhance consumer information accessibility, the researchers are developing digital passports for seafood. This system will utilise an integrated traceability framework, employing QR codes and blockchain technology to document every step of the seafood's journey from catch or farm to retail. By scanning these codes, consumers will verify seafood provenance and obtain vital details about its supply chain.

Real-time tracking will be facilitated through IoT sensors and dedicated cloud platforms, thereby not only bolstering food safety but aligning with AI-driven tools for supply chain optimisation and fraud detection. Although the exact content of these digital passports is yet to be finalised, the system is anticipated to encompass information on geographic origin, supply chain history, environmental impact, and nutritional assessment.

“Our evaluations of consumer behaviour will tell us more about consumer preferences and what information they want to see,” concluded Ogrinc, signifying a commitment to aligning seafood sourcing with consumer expectations.