Fresh fish – from sea to table

We have brought local fish into contexts where the food industry meets, where fish and fishing are not usually represented. By equating fish with other local foods, we have raised awareness of the connection and similarities between coastal fishing and local agriculture.

The aim was to contribute to the development of a more sustainable and competitive fishing industry by working to increase demand for locally caught fish from coastal fisheries. This was because it was seen that the local fishing industry in Skåne was under threat and profitability was low. Above all, the aim was to increase knowledge about coastal fishing, build long-term networks between players in the industry and give the industry tools to develop its own operations.

The target groups of the project were several: fishermen, traders and shop employees, restaurateurs and chefs from both the restaurant industry and public kitchens, politicians and civil servants as well as representatives of authorities and other organizations working with the fishing industry or with local food and drink. Through the project's activities, a neutral platform could be offered where all these actors from the fishing industry and the market could meet to discuss and learn about each other's needs and opportunities.

To create engagement, encourage dialogue and new ideas, the project group chose to work thematically with questions that several target groups found interesting. During the project period, the workshop ”Where does fish come from?”, the seminar ”Myths about fish, fishing and the fisherman” and the course ”A path to profitable business” were arranged. The project also participated in events such as the Food Academy Day, the Knytkalaset, Food Jam and the conference Baltic Sea Fishing 2020, highlighting locally caught fish.

The project contributed to increased business awareness and an entrepreneurial mindset among local fishing companies. It contributed to newly established contacts and a stronger connection between the fishing industry and market players. Discussions that started during the project have led to new collaborations. It has also seen an increase in the number of sales points for locally caught fish and new innovative direct sales channels. For example, several shops and restaurants started to offer fish of local origin and a part-time fisherman started selling fish in a REKO ring with great success.

The project group developed information sheets, map with fishing spots, films, a magazine and press releases which was published. All to convey a positive and multidimensional image of Skåne's coastal fishing and to increase interest and demand for local fish, even after the project ends.

The network that was formed during the project lives on and grows, among other things, through a Facebook group.

LAG board's justification for car accident

The project is in line with our local development strategy with initiatives that contribute to developing and preserving local fisheries.