Does aquaculture have a public image problem? When you talk to industry professionals, this is an almost recurring theme that often creeps into the conversation almost without meaning to. And this happens despite the fact that practically all companies have been fighting against this image for a few years now. Everyone who is related to the aquaculture industry has seen, read, or heard the claim that it is the most sustainable way of feeding people with nutritious healthy protein. It is repeated almost like a mantra, so much so that for outsiders it might sound like an advertising slogan, although it is not. Behind this claim, there is a lot of demonstrable data and also many years of work in favor of sustainability, not only at the environmental level but also in animal welfare and social development.

Why then are we unable to get rid of this image problem? We have talked to different professionals in the sector and there are different opinions, there are even those who believe that there is no problem, or that it is not as big as it is portrayed if we look at the sales and demand figures for aquaculture production. Most agree that the data support us and we should use them to our advantage, although everyone has their own opinion on how to do it. However, they all agree on one thing: we must continue to work against prejudice and ignorance.