A project to promote Baltic Sea fi sh consumption focuses on benefi ts to health and the environment

Consumers targeted using multiple channels

Naturally Baltic is an innovative project supporting Polish fi sheries in the Baltic Sea by promoting the sustainable use of the Baltic Sea resources and encouraging the consumption of fi sh products. One of the pillars of the programme is the creation of environmental awareness among Polish consumers, which may contribute to a cleaner and healthier Baltic Sea.

Aproject to boost fish consumption among Polish consumers while also contributing to a healthier Baltic Sea environment has been implemented since 2019 by the Kołobrzeg Group of Fish Producers (Kołobrzeska Grupa Producentów Ryb) and will continue until mid-2022. A key feature of the programme is the Naturally Baltic (Naturalnie Bałtyckie) promotional label, used on all fish products that are processed to the highest standards. The label is available to all producers processing fish from the Baltic Sea. The right to use the label is subject to audit, so for the consumer it is a clear and reliable message that the product is of the highest quality.

Baltic Sea fish offers several health benefits

The overriding objective of the Naturally Baltic project is to shape Polish attitudes to the consumption of fish, especially Baltic fish which is rich in nutrients and with real health benefits. Per capita fish consumption in Poland is a mere 13.5 kg of fish per year. In comparison, the Spanish eat 45.7 kg, and the Italians 31.1 kg of fish per capita per year. Both these nations rank highly in the Bloomberg Healthiest Country Index, their good health linked to a diet rich in fish and seafood. With access to the Baltic Sea, Poland has important resources of fish which are undervalued in the country though highly appreciated in the rest of Europe. A valuable source of beneficial omega-3 fatty acids as well as vitamins A, D, E, and group B, fish is rich in light protein and minerals, such as iodine, selenium, and iron. The health benefits of eating fish are undeniable which is why dieticians and nutritionists recommend including fish in the diet two to three times per week. By choosing Baltic fish Polish consumers will not only take care of their health but also support local fisheries and contribute to the environment. Fisheries have a smaller carbon footprint than meat production, while the distance that fish caught in the Baltic Sea covers to reach the point of sale is much shorter than that of fish caught elsewhere which travels thousands of kilometres before reaching the plate.

Exploiting conventional and social media for maximum impact

The project uses advertising and promotional activities to achieve its objectives. In addition to traditional advertising campaigns rolled out nationwide on TV and radio stations, the project collaborates with influencers and carries out public relations activities. The advertising campaigns build on simple associations with values represented by fish caught by local fishermen, such as freshness, ready availability, and proximity, as well as the beneficial effects of fish consumption, including vitality and a feeling of satiation. A team of ten culinary bloggers and chefs promote the benefits of eating fish by regularly publishing recipes on their channels. Fish recipes and the benefits of fish consumption are also the focal points around which communities are built on Facebook and Instagram. Public relations and expert placement in the media complement the array of activities. The public relations efforts are

The Naturally Baltic campaign seeks to encourage the consumption of Baltic Sea fi sh by promoting its health and environmental benefi ts.

primarily aimed at promoting quality, safety, and the numerous benefits of eating fish on a regular basis.

Convincing the younger generation is a critical objective

Children and young people are an important target of the programme. Sustainable fisheries, catch areas, biological recovery periods, Baltic Sea resources and fish species as well as their role in a healthy diet are only some of the topics taught in the Treasures of the Baltic Sea educational programme designed for primary school children and teenagers. The programme is delivered on an e-learning platform and covers three thematic lessons about the Baltic Sea, its resources, fish species living in the Baltic as well as their nutritional and health benefits. Divided into three levels of difficulty, the programme has been adapted to three age groups: forms I-III, IV-VI, and VII-VIII. The e-learning material can be viewed from the comfort of the home. Teachers can display slides during remote classes, and even parents can engage in the process when home schooling. The material has been developed in close collaboration with professional creators of educational programmes and with the invaluable support of experts in fisheries and nutrition from the West Pomeranian University of Technology. Attendees at the Treasures of the Baltic Sea classes are awarded with beautifully illustrated educational material about the Baltic Sea, published specifically to accompany the project.

Discovering and promoting a Baltic fish cuisine

Th e promotional and educational activities are complemented by content marketing in a travel and cooking TV show. Part one of the show, produced in cooperation with the Polish national broadcaster Telewizja Polska S.A., explores the culinary delights of the Polish coast. Wit Szychowski, the host, embarks on a journey from the Hel Peninsula to winouj cie in West Pomerania to discover local fi sh recipes and how they are prepared. Th e show was broadcast on the TVP2 channel, and each episode had an audience of ca. 450 thousand. Part two of the series explores three other Baltic countries: Germany, Denmark, and Sweden. Searching for the “Baltic cuisine”, the host follows diff erent cultures to discover their fi sh cooking skills. Part two of the show is scheduled to go online in late 2021.

Tomasz Kulikowski, MPR Publishing