Canary Islands Government Launches Campaign to Encourage Fish Consumption Among Young People

The government of the Canary Islands has embarked on a significant initiative aimed at reversing the declining trend of fish consumption among the youth. This campaign seeks to engage and educate young people about the benefits of incorporating local fish into their diets, addressing a concerning drop in consumption over recent years.

Understanding the Campaign’s Goals and Methods

On December 3, the Department of Agriculture, Livestock, Fisheries, and Food Sovereignty introduced the campaign titled ‘Quítate la espinita y consume pescado canario’ (Get Over It and Consume Canarian Fish). This innovative program is specifically designed to encourage young residents of the islands, particularly those aged 18 to 35, to explore and appreciate the variety of local fish available to them. The initiative is a response to a recent study conducted by the Ministry of Agriculture, which revealed a significant gap in fish consumption among this demographic, largely attributed to evolving lifestyles and a lack of familiarity with fish.

During the campaign’s launch, Councillor Narvay Quintero, along with Esteban Reyes, the Director General of Fisheries, and Luis Arráez Guadalupe, the Director of the Canarian Institute of Agro-food Quality (ICCA), emphasized the findings of the study. It indicated that many young people are increasingly opting for meals outside the home, resulting in a diminished understanding of how to purchase and prepare fish. Interestingly, the study noted that cost is not a primary barrier; rather, it is the unfamiliarity and perceived complexity of cooking fish that deters young consumers.

The campaign aims not only to promote local fish consumption but also to educate young consumers about the positive impact their purchasing decisions can have on the local agricultural and fisheries sectors. To facilitate this, the initiative will provide simple and quick recipes that require minimal ingredients, making it easier for young people to incorporate fish into their meals. Plans are also in place for additional activities in 2026 to sustain the momentum of promoting local fish consumption.

Utilizing Social Media for Greater Impact

This campaign is strategically targeted at the 18 to 35 age group and will run until December 23. To effectively reach its audience, the initiative will leverage popular social media platforms, including YouTube, Instagram, TikTok, and Spotify. Engaging visuals showcasing local fish species such as grouper, wrasse, moray eel, tuna, alfonsino, and rockfish will be prominently featured. The campaign will also employ catchy slogans like ‘this is no ordinary fish’ and ‘dance moray eel!’ to capture the attention of young consumers.

In support of this initiative, a report from the Ministry of Agriculture, Fisheries, and Food (MAPA) highlighted a concerning trend: the average fish consumption per person in Spain was recorded at 17.99 kilos by the end of 2024, reflecting a decrease of nearly one kilogram from the previous year. Alarmingly, individuals under 35 years of age consume significantly less seafood, averaging only 7.19 kilos annually, which is markedly lower than the national average. Furthermore, residents of the Canary Islands reported the lowest seafood consumption in the country, at 13.34% below the national average, translating to less than 4.65 kilos per person.

Complementary Initiatives to Foster Local Consumption

In conjunction with the main campaign, the ICCA has also launched the Eco-local Advent Calendar, which aims to promote agro-ecological production within the region. This initiative invites participants to engage in a competition by following the official Instagram account @ecolocal.canarias and the account of the featured producer each day. To enter, participants must like the competition post and tag two friends in the comments. This exciting initiative is open to all residents over the age of 18 in the Canary Islands, encouraging community involvement and awareness of local food production.

Key points

• The Canary Islands government has launched a campaign to increase fish consumption among youth.
• The campaign is titled ‘Quítate la espinita y consume pescado canario’.
• Consumption of fish among individuals aged 18 to 35 has declined due to lifestyle changes.
• The initiative includes a social media competition to promote local fish and eco-friendly production.
• Young people in Spain consume significantly less seafood than the national average.
• The Eco-local Advent Calendar encourages participation in promoting agro-ecological production.