Despite having a long coastline and hundreds of lakes, the majority of fish consumed in Sweden is imported, nearly 75%. The recommendation is to eat more fish, but for consumption to be sustainable, more species and a larger portion of each caught fish need to end up on the plate. In the Smart Swedish Seafood project, stakeholders from across the value chain collaborate to strengthen long-term and sustainable inland and Baltic Sea fishing. The project is a follow-up and scaling of the previous Underutilized Fish Species project, which resulted in large-scale infrastructure for the handling, processing, and sale of Swedish freshwater fish, as well as products for food service and consumers.