We eat fish at least once a week. We buy it mainly from the supermarket and we are willing to pay more providing it is from the Mediterranean, fished with sustainable methods and respecting the environment. However, according to a survey carried out for Greenpeace by Ixé, few Italian, Spanish, and Greek consumers know the new labelling regulations that, in order to permit consumers to make a more informed choice, imposes the obligation to indicate both the origin of the fish and the fishing equipment used. While, on the one hand, fishing is one of the oldest pursuits known to mankind, and it continues to guarantee livelihood to 12% of the world’s populations, its sustainability is a relatively young concept. Over the past 50 years, the world’s demand for fish has almos...