The basic step in the planning of small-scale landing and marketing facilities is the identification of the fishing communities that would likely be involved. For such identification the following range of data should be collected on the spot, in the area under consideration: information on the available fish resources, socio-economic characteristics of the fishing population, existing fish marketing systems, existing basic infrastructure and facilities for fish landing and marketing activities, shortcomings of existing facilities and any existing proposals and/or plans by the local authorities for the improvement of the system. The type of information required is outlined in Appendix I.
The collection of basic socio-economic data would also be necessary as part of the total identification process, in order to assess the degree to which the small-scale fishing communities can be served and participate in the implementation of any planned marketing development programme.
This stage of the identification process should identify:
the socio-economic profile of the small-scale fishermen and their households;
the existing conditions, production costs, returns, credit sources and problems;
information on fisheries resources, fishing activities, landings, number and type of fishing vessels; fish utilization patterns;
current fish marketing practices, costs, margins and problems; market channels used and proportion of fish passing through each channel; the geographic flow of the commodities, fish collection systems;
existing fish landing and marketing infrastructure and facilities, access roads or other communications infrastructure; ice, water and fuel supplies and their costs at landing places; suitable sites for small-scale fish landing/marketing development.
A practical methodology has been developed for the identification of major short-comings in the traditional fish market system, which allows a quick appraisal of the prevailing situation in such a way that specific alternative technical options can be formulated (Ruckes, 1980). The following identification catalogue, including the major problems points of producers, traders, administration and policy-makers, has been designed for the diagnosis of fish marketing systems in small-scale fisheries (Ruckes, 1980) (see Figure 1).
After the identification of major shortcomings of the existing, traditional, fish marketing practices has been conducted, a more detailed examination of each problem point should be carried out. A check list of the topics to be further studied is given as Appendix 1.
It is of particular importance to estimate the major cost of the elements involved from the point of arrival of the fish at the landing beaches, through collection points, until it is delivered to retail outlets.
During the evaluation of existing fish landing infrastructure, it is also important to ascertain to what extent small modifications of the existing system could help to improve the situation and be easily accepted by the fishing community.
In general, development strategies for small-scale fishing communities should be oriented toward an integrated approach by linking the overall community development programme with improved fish handling, collection, marketing and distribution.
Efforts should be made to quantify the adequate, minimum, package of basic infrastructure and services needed to remedy the identified shortcomings, trying to make the best use of local, available, resources under the prevailing conditions, with fullest possible participation of local leaders and authorities, and assuring that appropriate extension, training and credit services will be available.
Small-scale fish marketing development should be aimed at increasing both fish consumption and fishermen's income, as well as higher foreign exchange earnings, if potential export markets exist. Fish consumption could be increased through a better distribution chain, provided that fish can reach the consumers at price levels within the purchasing power of the local population. Fish prices should try to reflect real marketing costs and the degree of risk involved in encouraging fishermen to produce more, as well as stimulating consumers interest in fish.
