Initial Recommendation for How to Efficiently Communicate to Consumers About Seafood - D4.1

The VeriFish initial recommendations for how to efficiently communicate to consumers about seafood are designed to be a useful tool for the seafood industry when designing seafood campaigns with the aim of increasing seafood consumption.

This report (D4.1 – Initial Recommendation for how to efficiently communicate to consumers about seafood) is linked to task 4.1, where input and experiences from WP2 and WP3, existing literature and knowledge on the issue is used to make an initial Good Practice recommendation on how to efficiently communicate to consumers about seafood and how to organise sustainable seafood consumption campaigns. Relevant communication strategies for consumer types, geographical areas, seafood types and media types, including characteristics of the products to highlight for different cases and how to present them are outlined.

Results from this will ultimately be published as a CEN Workshop Agreement (CWA), which may serve as a foundation for a potential future ISO standard. The upcoming CWA from WP4 of VeriFish builds on this document, the indicator framework developed in WP2, and the communication strategies documented in WP3.

Following the introduction, the report is structured to guide the reader through the development of recommendations on how to efficiently communicate to consumers about seafood. In chapter 2 Consumer types, different aspects related to communication towards different segments of seafood consumers are addressed and elaborated, including geographical considerations. Within chapter 3 Seafood types seafood is categorized into groups with the aim of both including all seafood, but also bearing in mind the possibility of reconciling them with different consumer types where it can be appropriate to communicate different information about seafood. Because of the aims and complexity in grouping seafood, there is also a section with rationale behind rejected seafood type categorizations to be found as appendix (chapter 8). In 4 Communication strategies some essential considerations when planning how to communicate information about seafood to different types of audience is elaborated. Ultimately in chapter 5 Recommendations a comprehensive table of initial VeriFish recommendations for how to efficiently communicate to consumers about seafood sums it all up with specific recommendations per consumer type and seafood type. In 6 Examples there are two case examples of how the table of recommendations in chapter 5 Recommendations can be used in practice. In addition, we tested the use of the ChatGPT 4.0 app from OpenAI as a tool to plan and execute a marketing campaign for a seafood product as a case. The purpose was to assess the quality and documentation of the AI-generated output.