Regional Education Fish Sales

The purpose of the Regional Educational Fish Sales Promotions is to enhance fish consumption by integrating education with access—transforming traditional fish sales points into interactive platforms that both supply fish and empower consumers with practical knowledge on its preparation.

These promotions are designed not only to sell affordable, high-quality fish, but also to address key barriers to consumption, particularly the lack of knowledge, confidence, and skills required to prepare fish. By incorporating live fish cleaning and cooking demonstrations at sales points, the initiative provides consumers with hands-on learning experiences that demystify fish preparation and encourage its inclusion in everyday meals.

The Regional Educational Fish Sales Promotions aim to:

• Equip consumers with practical skills in cleaning, handling, and cooking fish;

• Promote fish as an accessible, affordable, and nutritious food option;

• Address misconceptions and uncertainties surrounding fish preparation;

• Encourage behavioural change by building consumer confidence to purchase and prepare fish at household level; and

• Strengthen community engagement by bringing both products and knowledge directly to underserved and remote areas.

Through this integrated approach, the promotions go beyond retail, serving as a key tool in advancing the Trust’s mandate of increasing fish consumption while empowering communities with the skills needed to sustain it.