Latvia has abundant water resources, but the aquaculture sector has been slow to adopt technological advances and innovations. To address this gap, the Latvian Aquaculture Development Plan for 2021–2027 aims to improve the competitiveness and sustainability of the sector. An essential component of this effort is the establishment of effective communication channels that bridge the knowledge gap between the general public, industry professionals and researchers. To promote consumer interest in sustainable aquaculture products, an environmental communication framework to assess their sustainability was used. This assessment utilised a multi-criteria analysis technique complemented by an online survey to formulate an effective communication strategy. According to the multi-criteria analysis, canned fish emerges as the most sustainable product, while fish oil, fish meal and spirulina show promise. The online survey identifies the most appropriate communication channels: social media, audio and video. To facilitate engagement and information sharing, we advocate for the practice of communication, which can effectively facilitate the sustainable use of biological resources and serve as a channel for knowledge sharing.