The aim of PrimeFish is to improve economic sustainability of European fisheries and aquaculture sectors. PrimeFish will gather data from production companies, industry and sales organisations, consumers and public sources, that will be related to the competitiveness and economic performance. The effectiveness of demand stimulation through health, label and certification claims will be evaluated and compared with consumer behaviour. PrimeFish will assess the non-market value associated with aquaculture and captured fisheries and the effectiveness of regulatory systems. The data will be used to verify models and develop prediction algorithms to be implemented into a computerized decision support system (PrimeDSS), followed by a PrimeFish Decision Support Framework (PrimeDSF).