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Kerala Fish Brand to Benefit Tourism, Coastal Development

Sustainability Economics +3 more

INDIA - A line of branded fish products from Kerala, Fish Maid, is promising to harvest benefits for the Kerala State Coastal Area Development Corporation (KSCADC) and the Kerala Tourism Development Corporation (KTDC), while simultaneously netting better incomes for traditional fisher folk.

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The business model primarily aims to address one of the critical challenges in post-harvest management of fish, namely fish wastage to the tune of 20-30 per cent of the catch as trash and spoilage, reports EconomicTimes.

By cutting on the wastage of fish as trash and spoilage, KSCADC is hoping to increase incomes of fisher folk, provide employment to self-help groups and augment nutritional value of food products for consumers.

The value-added fish products under the Fish Maid brand were developed by KSCADC and the Central Institute of Fisheries Technology under the National Agricultural Innovative Project.

"The concept offers more value per effort of catch for the fisher folk by cutting down on fish wastage, and a healthy fast food option for consumers because a fish diet is considered brain and heart-friendly", KSCADC managing director K Ampady told ET.

KTDC will support the venture, and has entered into an understanding with KSCADC to market the Fish Maid products through its outlets. KTDC has the largest network of tourism properties in Kerala.

KTDC managing director Prasanth N said the corporation would establish a special outlet at its premium property, Mascot Hotel in Thiruvananthapuram and also distribute Fish Maid products through a network of kiosks across the state.

KSCADC hopes to establish the brand in Thiruvananthapuram and Kollam districts in the first phase before a state-wide roll out. Franchises for Fish Maid kiosks are expected to be established all over Kerala, and the 2012-13 state budget had announced 100 such kiosks to be set up in the state.