Nueva Pescanova told BBC Future that the firm is carrying out research into the "cognitive and neurophysiological mechanisms of the octopus", and that its aquaculture conditions allow the firm "to objectively improve the octopus welfare". Nueva Pescanova says its aquaculture conditions will mimic the natural habitat of the octopus in the wild. "It is a novel system that is giving excellent results in terms of growth, survival and endowment of the specimens," a spokesperson for the firm says.