Project - Retail Marketing of Fish based Value added products of SAF
RETAIL MARKETING OF FISH BASED VALUE ADDED PRODUCTS OF SAF
LEDS has partnered with Society for Assistance to Fisherwomen (SAF) for the marketing of value added fish products made by small businesses run by fisherwomen. This initiative envisages providing better market access and higher returns to fisherwomen, who are among the most disadvantaged communities in Kerala.
LEDS is involved in providing packaging, branding and marketing support to the SAF units. LEDS has established a market network consisting of supermarkets, provision stores and other trade for the marketing of branded fish products such as snacks, dried fish and fish pickles. The distribution system positioned by LEDS is a novel initiative wherein the products made by some of the most vulnerable communities finds their way into a FMCG retail trade in branded form, under cutting edge systems and processes. Besides retail marketing, LEDS also assists the units is finding B2B and export orders.
The small businesses of fisherwomen are positioned by the Society for Assistance to Fisherwomen (SAF), an agency under the government of Kerala that works for the social and economic empowerment of fisherwomen in Kerala through its multifarious and integrated developmental programmes.
SAF came in to existence post the Tsunami calamity of December 2004 that left behind huge and widespread destruction in the nine coastal villages of Kerala affecting 25 lakh coast-dwelling people. In order to provide relief and rehabilitation to the affected, Government of Kerala devised and implemented the Theeramythri programme. Under the livelihood component of the Theeramythri programmes, around 2500 livelihood initiatives and microenterprises of the Tsunami affected were facilitated. The enterprises thus started provided alternate livelihoods to the affected people in diverse categories as fish processing, tailoring, food processing, hygiene product units, etc. Thereafter, SAF was entrusted with the implementation of the Theeramythri programme.
SHGs of SAF that are involved in production of different products have been collectivized into category-wise federations. LEDS is engaging with the fish-products category for the marketing of their value added products.