In the context of marine biodiversity, the endangerment of species is influenced by both biological and human factors. The socio-economic regulation to prevent overfishing might bring cost and require our appreciation of the value of each fish we eat.
We set transparency in compliance and quality as a driver for consumers to appreciate the value of fish and its fishing process. By setting a platform to connect fishermen and consumers and let fishermen sell fish directly, we tried to create a win-win situation for both.
In order to keep track of the fishing process, fishermen who agree to join this service put GPS on their fishing boats. When they arrived back to the shore, a device with scale prints out a label with such information as the fishing boat’s route, fishing time and weight.