Markets, Distribution and Value Chains in Small-Scale Fisheries: A Special Focus on Europe

Several factors affect the ability of small-scale fishers to secure their livelihoods. Particularly relevant is their capacity to sell their fish, receive remunerative prices, and add value to their catches. In general, catches from small-scale fisheries have a superior quality and freshness, but this does not always lead to better prices or higher demand. Too often, local fishing catches are not sufficiently differentiated in the market from those coming from imports, larger scale fisheries, aquaculture, or even from furtive fishing. This chapter focuses on strategies adopted by small-scale fishers to add value and improve the market penetration of their catches. These strategies must embrace a wide range of actors and issues. There is also a need to know whether the fishing resources available can cope with demand, or in what ways consumers’ preferences could be refocused on other marine species to make more efficient use of potential resources. This requires the contribution of a variety of scientists, ranging from the fields of natural sciences to economics and marketing, with social sciences also playing an important role. Consequently, transdisciplinary research in this area is needed in order to optimize the income of fishing families and make it easier for consumers to access locally caught fish. This chapter will also provide a practical example to illustrate transdisciplinary research to improve small-scale fisheries capacity for innovation in marketing being developed in Tenerife (Spain). These strategies involve collaborations between scientists, local government, and the industry to produce an innovative small-scale fisheries branding initiative.