Fish With A Story - connecting fishing communities with markets

Jon Cherry -

A fish is not just a fish when you buy it in the supermarket or in a deli.

How the fish was caught, by whom and who ultimately benefits the most financially from your purchase is just as much a part of the story of that fish as it's freshness and taste.

The United Nations General Assembly has declared 2022 the International Year of Artisanal Fisheries and Aquaculture - highlighting the critical importance of equitable fishing rights for millions of people around the world.

In South Africa the challenges faced by small-scale fishers are well-known and seemingly ongoing.

Abalobi is a fisher-driven social enterprise that employs technology to disrupt the dynamics of the value and supply chain of local small-scale fisheries.

The primary app has been around for a new year now, but now they are putting fishing communities even closer in touch with home cooks through the launch of their online marketplace.

Fish With A Story offers vacuum-packed and blast-frozen, for guaranteed freshness, fish on their app - sourced from small-scale fishers that includes Cape Bream, Yellowtail, Carpenter and Southern Mullet (Harder).

Where is grocery shopping heading in the future?

According to a recent report by McKinsey (we can still trust their reports right?) the biggest strategic opportunities for supermarket CEOs are:

They should make bold moves to adapt their commercial offering to the current environment. We are seeing dramatic shifts, such as the polarization of consumers. Players that are making bold moves in strengthening their offering—for people who are looking to save money as well as for people who want to pay more for premium-quality, sustainable, healthy products—will come out much stronger.

Download the app, sign up and shop the fish that they have available. If you're short on some inspiration, the app also has recipe suggestions for those wannabe Gordon Ramsay-style chefs out there.

The take-out

Fish With A Story is not just another online seafood store; it's a marketplace solution to a real socio-economic issue. Increasingly people are choosing brands that allow them to be a part of doing good and making a positive difference. The sustainability agenda is not just about the long-term health of the planet, it's also intimately linked to the well-being of people living in communities that are being severely affected by exploitative practices. Abalobi are exploring innovative commercial solutions that are well-worth supporting.

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