Last year, a project was launched to promote increased consumption of seafood, especially among young people. Recently, students at Menntaskólinn á Akureyri and Verkmenntaskóli Akureyrar took part in a consumer survey, which is part of the project.
Recent surveys indicate that fish consumption in Iceland has decreased considerably in recent years, most notably among younger age groups. It is important to counteract this development, both from a health point of view, as fish is generally considered harmful, but also from an economic point of view.
Although so much fish is exported from Iceland, it must not be forgotten that the domestic market is important for Icelandic fisheries and fish processing companies. Young people today are an important consumer group of the future, so it is important to consider measures to reverse this trend, through targeted education, advertising and marketing.
The goal of the project, called Attitudes and fish consumption of young people: Improving the image of seafood is precisely to promote increased consumption of seafood through consumption surveys and promotional campaigns. As previously stated, the project began at IFL last year and is expected to be completed in 2008. Work on the projects carried out at IFL and other institutions that merged at the turn of the year will continue under the Matís brand.