Consumers wield considerable power over the market in fish and seafood products, thanks to their buying power. For this reason, the Commission has launched a major public awareness campaign aimed particularly at consumers, as part of its drive to make European fisheries more sustainable through a reform of the Common Fisheries Policy. How can consumers influence fishing practices? We have seen it happen. For example, in the UK, there is a major movement, backed by a large number of people, famous chefs, celebrities, retailers and big supermarkets, to promote all types of fish, not just the best-known, like cod or haddock, but other, less known species. This has led to an increase in the demand for different species in the UK, up 30 % in a year. This type of movement is present also in other Member States. So you see, consumers can bring about change. This has given fishermen an incentive not to discard – throwing fish back in the...