Fish Marketing
Fresh fish is traded throughout Punjab. Retail markets are established in almost all cities and towns of the province. Wholesale and distribution markets are limited to major cities and large towns. Fish marketing continues throughout the year except during June, July and August. Lahore, Rawalpindi, Gujranwala, Faisalabad, Multan, Kasur and Sahiwal are the major fish markets in Punjab. Each district and tehsil headquarters also serves as a fish market.
The perishable nature of fish, lack of appropriate transport facilities, day-to-day fluctuation in fish catch, functioning of unregulated markets, non-availability of adequate storage facilities, and limited consumer preference for fish are the major factors that have complicated the fish marketing system.
Fish Marketing Channel
A route followed by a commodity in the marketing operation from the producer to the consumer is called a marketing channel. In Punjab, fish marketing is carried out through an indirect channel. Fish is generally brought to markets directly from rivers as well as from private sector fish farms. A portion of the fish is directly auctioned to retailers (consumers), while the surplus quantity is marketed through wholesalers.
Marketing Intermediaries
Marketing intermediaries include all individuals or firms who handle fish after it leaves the producers until it reaches the consumers. These intermediaries are of two types. The first type assumes business risk, invests capital and accepts ownership of goods, such as contractors, private fish farmers, middlemen and retailers. The second type bears no risk and does not accept ownership but provides services, such as fishermen, commission agents and jobbers.
a) Contractors
Contractors play a key role in fish marketing. They obtain leases for fishing rights in public water bodies from the Fisheries Department. They manage fish catching operations and supply fish to markets.
b) Private Fish Farms
Private fish farms produce fish in their farms and supply it directly to the market.
c) Wholesalers
Wholesalers buy and sell large quantities of fish. They operate their business on an assembly basis. To attract sellers, they provide short-term loans to producers and contractors on the condition that the fish will be sold to them.
d) Retailers
Retailers purchase fish in small quantities and sell it to final consumers. Fish retailing is mostly carried out through shopkeepers. However, some hawkers also sell fish by sitting on footpaths or moving around on bicycles.
Fish Supply to Markets
After harvesting or catching, fish is gutted, graded, packed and transported to the market as described below:
i) Fish Catching
Contractors and private fish farmers engage fishermen on a contract basis to catch fish from public water bodies and private fish farms. Fishermen usually work in groups and are paid wages according to the quantity of fish caught, either in cash or in kind.
ii) Gutting
Gutting is performed after fish catching. An incision is made to remove the gills and intestines, which helps increase the storage life of the fish.
iii) Grading
Fish populations are heterogeneous and vary by species and degree of freshness. Prices vary according to species and weight.
iv) Packing
Fish is generally packed with ice for handling and transportation. Packing is mostly done using baskets and jute sacks or bags.
v) Transportation
Fish is a perishable commodity, and efficient transportation plays a vital role in its marketing. Transportation is carried out using manpower, pack animals, motor vehicles and railways.