The initiative aligns with DIA's broader commitment to be closer to its customers and offer quality, healthy and accessible food across Spain.
In 2022, the retailer's fish assortment exceeded 300 references, with hake, salmon, sea bream and mussels being the most popular varieties.
The assortment includes aquaculture species, which comprise 25% of its offering, and is sourced from national suppliers in the sector, endorsed by certifications, such as Global GAP and IFS, among others.
It also offers an order service in stores with a fishmonger's counter for customers who have not found the fish of their choice.
Pesca España is a recently created association recognised by the ministry of agriculture, fisheries and food as a national Association of Producers' Organisations (AOP).
The 'Llévate PESCADO' campaign aims to clear doubts faced by customers and encourage the search for advice on how to get the most out of fish and seafood.
It offers audiovisual content, starring experts, fishmongers and fishermen, as well as adults and young people sharing their expertise in flavours and digital trends.
As part of the partnership, DIA will utilise its different platforms for the dissemination of information related to this campaign.
Fish Consumption Trends
In the last 14 years, the consumption of fish and seafood in Spanish households has been reduced by about 25%, going from 30kg per person in 2008 to 22kg at present.
In addition, data from Fesnad (Spanish Federation of Nutrition and Dietetics Societies) showed that 94% of Spaniards love seafood, but only 23% eat it regularly.
Fish consumption declined 14.7% between November 2021 and October 2022, as the economic recession and food inflation have impacted consumption patterns.