Farmed fish were introduced many years ago in the countries analysed, and have gained a positive image in several of the countries, except in France where prejudices are still strong. Despite the fact that consumers are generally happier to eat wild fish (especially in restaurants), they acknowledge the following advantages of farmed fish:

• cheaper, more stable prices
• regular supplies
• increasing quality (in terms of fat in particular)
• strict controls on production (and traceability)
• better freshness than wild fish
• acceptable taste.

These are also the factors which make retailers very favourable to farmed fish.

Communication with consumers mostly comes from retailers (through posters about farmed fish in their stores) as there is a lack of institutional communication.

The French consumer is still reluctant (even if this has been slowly changing over the years) to consume farmed fish, mostly because of French retailers who push wild fish more than farmed fish. The French consumer still believes that farmed fish is less healthy than wild fish and has fears about feed. She prefers to consume wild fish, even if it is more

expensive. The Italian consumer is also reticent about farmed fish, acknowledging the superiority of the wild fish, but appreciating more and more the lower prices of farmed fish. Spaniards have started to feel more concerned about fish feed and fish stress in recent years. And in general, consumers feel happier with a farmed fish if they already know the wild variety.