| The consumption of fish in Croatia is relatively low for a Mediterranean country. One of the main reasons for this is the inadequate supply of fish. The supply of fish is usually limited to expensive species of whitefish, while the supply of pelagic fish is very scarce. Pelagic fish can rarely be found in restaurants, and in the fish- markets it reaches very high prices. The basic goal of the project "Srdela Snack" (srdela - Croatian word for sardine) was to set up and test a new model of commercialization of pelagic fish through franchise "fast - food" outlets. In the paper we will describe the concept of this new model which includes the whole distribution channel, from fishermen, through processors, restaurants to consumers. In this model fishermen... |
