Programme details

What do customers look for when they're choosing fish from the menu? Consumers agree that fish needs to be fresh - but what else do they know? When it comes to fish, and seafood, consumers do not know that much about it, and they're rather innocent at this moment, and we would like to be one step ahead when it comes to advising the industry on how to communicate animal welfare and ethical issues to the consumers.
The Ejstrupholm fish farm (in central Jutland) aims to be environmentally friendly, and kinder to the fish. It's one of Denmark's so-called 'model' fish farms. The firm aims to treat the trout in an ethically responsible manner, because the final product is better as a result.
Consumer attitudes towards fish are evolving - we know it's good for us, and we want quality, but we're still learning what that means for the fish, and the environment.