Communication can close the perception gap for aquaculture

Despite significant progress in recent decades, aquaculture often faces criticism in media and political debates. For those in the sector, coverage frequently feels frustratingly one-sided. The disconnect between perception and reality creates a real challenge for an industry that is so critical to the current and future food system.

Blue foods, including fish, seafood and seaweed offers affordable protein sources with a lower carbon footprint. To rebuild the disconnect and trust, especially with the public and decision-makers, communication must be as strategic as any other business function.

One of the issues the industry faces is its reputation. Media coverage tends to highlight complex challenges such as sea lice, fish mortality and concerns around environmental impact. These real issues deserve attention, but the public often see only the negatives. For example, there is a persistent belief that fish farming in Norway relies heavily on antibiotics, despite antibiotic use being extremely limited thanks to vaccination and other advances. 99% of Norwegian salmon has never been treated by antibiotics, with only 48 treatments in 2020. This gap between perception and practice shows how vulnerable the industry is to outdated narratives. While the problem itself may have been solved, the communication challenge is not.

Rebuilding the blue brand

There are clear steps the industry can take to address this communication gap. First, honesty is essential. Acknowledging the challenges faced by the industry does not weaken its position, it strengthens it.

Transparency can and should be a competitive advantage. When done well, it builds trust and differentiates responsible producers who are committed to sustainable production and operations. However, transparency must be carefully planned and executed. Sharing data without clear messaging risks misinterpretation and may do more harm than good.

Transparency builds trust and differentiates responsible producers who are committed to sustainable production and operations.

The aquaculture sector has a strong track record of innovation, particularly in the development of more sustainable feed, improved fish welfare practices and better waste management systems. These efforts deserve more attention.

Second, it’s important to direct messaging towards the right audience. Attempting to win over the most vocal critics is rarely productive. Instead, the focus should be on the broader public, policymakers and those who are open to hear a more nuanced story. We can also draw comparison with other sectors such as agriculture and shrimp farming, which can help place aquaculture in context.

Pairing for success: learning from other industries

Aquaculture can learn from others. In the 1980s, Austrian wine producers had to rebuild trust after using a toxic antifreeze substance to sweeten wine. When discovered, Austria’s wine exports collapsed and saw a significant loss in consumer trust. In response to this, they invested in long-term transparent communication and quality assurance. Eventually they regained public trust and positioned themselves as a premium product in the European market. The aquaculture sector can take inspiration from this approach.

However, the wine industry also demonstrates the need for ongoing crisis communication management. Recently, Austrian wine producers have been in the spotlight again. Alarming levels of TFA contamination, a substance that meets the criteria of a “planetary boundary threat for novel entities”, were found in their wine samples. One recovery doesn’t prevent another crisis. As Warren Buffet famously said, “it takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.

Warren Buffet

Aqua agenda for the future

The industry must strengthen its ability to communicate internationally. While domestic reputation matters, international positioning is equally critical. Last year, Norway exported seafood worth NOK 175.4 billion to over 150 countries with Poland, Denmark, the US and China as the most important markets. The whaling debate showed how quickly global opinion can form when industries fail to tell their side of the story. If you don’t tell your story, someone else will. Proactive, transparent messaging, backed by credible data, will be vital.

Norway’s aquaculture sector has a compelling story to tell. But it must take stronger ownership of the narrative rather than letting others define it. A consistent, fact-based communications strategy will help build long-term trust. Alongside this, the public should be reminded of the human health benefits of seafood consumption. There needs to be a balance between the facts that must be told, and the emotions the narrative must hold. These messages aren’t mutually exclusive. They’re part of a larger story that should be told clearly and confidently.