Pescadoartesanal.com

The area of the Ria the Pontevedra FLAG is home to four fish and seafood auctions predominately marketing artisanal fishery. Despite each auction’s specialisation, competition from the bigger Vigo fish auction is fierce and these smaller auctions face difficulties to attract customers. Sales volumes decrease, ultimately threatening the viability of these markets and leading to lower prices.

The objective of the project was to increase the attractiveness of the local seafood offer and link different parts of the value chain (fishermen, auctions, fishmongers, distributors, restaurants and consumers).

The key activity of the project was to develop an online sales platform (pescadoartesanal.com) that virtually pools the supply of the auctions and thereby offers a wider range of products to potential customers. This platform instantly informs fish buyers what will be available at these four auctions via a unique information point.

The platform was set up by the FLAG on behalf of the Cofradias but its day to day running is now in the hands of the trained members of these associations. Fishermen send information on their daily catch via their mobile to the platform which then informs the auction hall and buyers in real time.  Buyers can make online orders which will be processed by a respective auction hall (indeed the national legislation prevents direct selling, requiring all fish caught by Spanish vessels to be sold through auctions). Consumers can also place orders via the platform which will then be processed by the registered buyers.

In parallel, creating a collective brand Pescado Artesanal ensured coherence when communicating on local seafood offers. Fishmongers and restaurants buying from the platform are encouraged to use the brand to highlight their local sourcing. Other promotional activities were also carried out, including a publicity campaign targeting local schools and consumers, as well as cooking classes for students and seafood customers. The platform also provides information about the local fleet, production methods, links with the maritime national park and where to purchase local fish.