João Saraiva is a fish ethologist with a special interest in welfare. He is currently leading the Fish Ethology and Welfare Group at the Centre of Marine Sciences in Faro, Portugal and is the president and founder of the FishEthoGroup Association. With a research background on behaviour and communication in teleosts, João now focuses on the application of fundamental science to improve the welfare of fishes, both in aquaculture and in fisheries. He is the author of over 50 scientific publications and co-editor of a book on the topic of fish welfare. The team lead by João has an extensive record of achievements in research, training, dissemination and consultancy. He is an invited lecturer of Ethology at the University of Algarve, and also works as a consultant for the European Commission, certification bodies and other private stakeholders.