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Fish Maid

 “Eat fish and be healthy” has become a dictum of the health conscious new generation of Kerala. The educated youth of Kerala has realized fish as an elixir of life. Studies have proved that including fish in our diet at least once a week shall reduce chances of getting heart attack by half. Older people can boost their brain power by eating more oily fish and can remember better and think faster than those who eat none.

Considering the immense scope for value added fish products, Central Institute of Fisheries Technology (CIFT) under National Agriculture Innovative Project (NAIP) has developed about 40 varieties of value added fish products and has transferred the technology to selected women SHGs.  Projecting the high demand for hygienic fish and its products, Kerala State Coastal Area Development Corporation (KSCADC) along with Central Institute of Fisheries Technology (CIFT), Kochi has formulated a model comprehensive modern fish retail outlet where the fish products developed by CIFT would be branded and marketed. The signature products would be made available to the public under the brand name “Fish Maid”.

KSCADC is proposing a chain of Kiosks through out Kerala for marketing of “Fish Maid” products, dried fish and dressed fish product which will be supported by excellent packaging, marketing and promotional support. This has the potential to become a national model.

The project aims at converting the 30 % of harvested fish into valuable products and there by increasing the income of fishermen per fishing effort. Self Help Groups like Society for Assistance to Fisherwomen (SAF) are used in this project for production. The decentralized production coupled with centralized quality control mechanisms and strong marketing efforts will ensure more income to fisher families. Low priced fishes which have high content of protein and omega 3 fatty acids are used providing increased nutritional value to consumers at affordable cost.

Thus the project ensures the availability of nutritionally enriched food in the open market; continuous market supply chain to SHG’s fisherwomen who involve in the production of value added products and generates employment opportunities in retail fish marketing for fisher women. The project will provide employment to 500 fisher families. Fisher women will be engaged as sales women in the outlets.  In order to ensure better hygiene KSCADC had adopted an improvised fish processing practice along with hygiene preparation by incorporating locally available natural preservatives and attractive packaging.


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