The Dutch mussel sector has been allocated a €900,000 European grant for a marketing campaign to persuade youngsters in the Netherlands and Belgium to include the crustacean in their diet.

During mussel season, which has just kicked off, the Dutch eat some 10 million kilos of home-grown mussels. But some 65% of the total Dutch mussel harvest is exported to Belgium and France is also an important export market.

The over 50s are the most likely to eat them, however, and the sector is anxious to safeguard future consumption. It is not known why youngsters between 25 and 35 avoid mussels but the sector is hoping to get them on board via influencers and commercials pointing out they are healthy, sustainably grown, environmentally friendly and delicious.

A similar effort last year resulted in an 18% rise in young mussel eaters. ‘Not very much considering how small the group already was,’ Tilly Sintniclaas of the Mosselbureau promotion agency told NU.nl.

If youngsters do decide to take to the mussel ,this season is a good one to start, Sintniclaas said. The crop this year is fat and juicy because the cold spring months followed by sunshine and rain resulted in a nutrient rich environment for the mussels to grow in.