The “Catch it!” fish consumption promotion campaign is launched again

The campaign is a continuation of AMC Nkft.’s previous “Get it!” program and, in addition to the usual tools, is expanded with new elements. In order to reach consumers, integrated communication channels are used, with an emphasis on digital platforms and social media. As part of the program, national and smaller events and roadshows will help to meet consumers directly, where tastings, show kitchens and educational elements will present the versatile uses of fish. As a novelty, a national restaurant competition will be launched, which will also involve catering establishments in the promotion of fish consumption.

The project is closely linked to the previous communication and promotional activities of AMC Nkft., which aim to encourage the consumption of domestic agricultural products and food. The central message of the new campaign is that “fish is healthy, delicious, trendy”, and it aims to address all age groups during its implementation.

The aim of MAHOP Plusz is to support micro, small and medium-sized enterprises, to increase the competitiveness and sustainability of fish production and fish processing through innovation and digitalization, while reducing environmental impact. A key aspect is the support of climate- and environmentally friendly farming methods, increasing the proportion of methods based on the principle of circular farming within production systems, and maintaining and developing the species diversity of aquatic and wetland habitats.

The total funding framework of MAHOP Plusz is 21.274 billion forints, 70% of which is EU funding through the European Maritime, Fisheries and Aquaculture Fund (EMFA), and the national co-financing rate is 30%.

Further information about the “Kapj rá!” campaign and fish dishes is available on the www.kapjra.hu website and the https://www.facebook.com/kapjra/ social network.