Good Practice Project
The Málaga FLAG operates in an area where small-scale coastal fisheries (SSCF) make up around 80% of the area’s fleet. Due to the important contribution that this type of fishery makes to the local economy, the FLAG decided to support the promotion of local products and to add value to local SSCF species.
This was the case for the Concha fina clam, a typical product of the Malaga coast which is, however, poorly appreciated by consumers. To turn this situation around, the Málaga FLAG developed and launched the “Concha de la Costa” brand. This brand provides quality standards which guarantee to consumers that the ‘concha fina', marketed under the name "Concha de la Costa", is a fresh, local product, fished in an artisanal way.
FLAG staff started the project with a market survey, followed by a marketing plan and the development of a common set of rules for fishermen wishing to join the project. These requirements specify the minimum size of the product (6-7 cm), the maximum time from catch to first sale (no more than 11 hours) and the maximum daily catch per boat (150 KG). Fishermen also have to comply with the dedicated manual which lays out rules on the use of the brand and other technical details regarding the method of capture.
The local fish auctions are also involved in the brand and checks that the ‘concha fina’ clam has been caught respecting the criteria established by the common set of rules. If so, the product is packaged and finally receives the label "Concha de la Costa".
The project has raised the profile of the Callista chione clam and the ‘Concha de la Costa’ is now a recognised brand among fishermen and other local people. This promotion has led to higher demand for the product and a 25% increase in its price, benefiting both fishermen and local sales outlets. Moreover, there has been a regeneration of the fishing grounds involved, as the "Concha de la Costa" is fished by small boats using selective fishing gear that minimize discards and return undersized clams to the sea.
Projects like this can be promoted in FLAG areas where there are an abundant local species that is part of the traditional catch but not sufficiently valued. A dedicated brand with common rules for fishing and sales give it exclusivity and provides added value that did not exist before. However, in cases where the FLAG does not have the capacity to develop and manage a brand itself, another project promoter might be more appropriate (fishing organisation, producer organisation…).
|Total project cost||€70 000|
|Timeframe of implementation||From Jun 2011 to Mar 2013|
|Type of area||