Alternative seafood marketing systems foster transformative processes in Mediterranean fisheries

Abstract Local fisheries have often limited influence on the pricing dynamics due to their low capacity of production and because they must compete with aquaculture products or imported seafood. As a response, new marketing labelling initiatives, such as direct sale certification origin schemes, emerged. In Catalonia Balearic Islands, over last 15 years, these initiatives been thriving in interstices traditional channels, which start at auction first system largely determine ex-vessel prices. These represent pragmatic effort cope diminishing resources while adding value catches helping improve They are also way acquire larger market flexibility face global challenges. We investigated emerging by means one discussion session, semi-structured interviews fishers, fishmongers other actors involved production, distribution this paper, we draw from 4 years fieldwork Islands investigate history evolution alternative seafood arrangements why some succeeded others failed. The research provides an illustrative example how fishers adapt resist forces calls into question monopolistic structures grounded existing relationships between associations middlepersons. results highlighted problem adjusting demand, conflicts interest sectors, enterprises associations.