The aquaculture sector is a fast-developing sector. During the last three decades, world aquaculture production increased from 5 million to 63 million tons. Globally, fish currently represents about 16.6 percent of animal protein supply and 6.5 percent of all protein for human consumption. Furthermore, fish presents a number of advantages in relation to meat. It is usually low in saturated fats, carbohydrates, and cholesterol and provides not only high-value protein but also a wide range of essential micronutrients, including various vitamins, minerals, and polyunsaturated omega-3 fatty acids. Thus, even in small quantities, provision of fish can be effective in addressing food and nutritional security among the poor and vulnerable populations around the globe. However the further maintreaming of sustainable fish consumption faces a number of challenges. This is especially true in regions such as the Eastern European countries, where fish is absent from diets, bar special ocasions (carp on Christmas). In these regions focus must be placed on tools for market assessment and marketing efforts in order to drive consumer habits. In this webinar we are going to take a look at the main prospects for the aquaculture business for the next 10 years. Subsequently we will be proposing and discussing some Marketing and New Product Development tools that can be used in a creative way to drive present and future fish consumption. At the end we shall be presenting some case studies that highlight some of the ways entrepreneurs have risen to the aforementioned challenge and are getting ahead in developing innovative and lucrative aquaculture businesses.