Fisheries marketing system in Malawi: a case study of Chambo (Oreochromis spp.) marketing on Lake Malawi

Abstract

The aim of this paper is to highlight the marketing system of Chambo (Oreochromis spp.) which is the most economically valuable fish in Lake Malawi. It will focus mainly on the processing, distribution channel, pricing, marketing facilities and sales promotion with the over all goal of improving marketing efficiency of chambo fish (4 P’s of the marketing mix). Chambo production from Lake Malawi is declining therefore efficient marketing is the only way to maximize income is to improve the quality of their products and explore new marketing ways. At the moment there are primary, secondary and terminal (urban) markets where the fish has to pass through hence the number of middlemen is high and tends to affect the consumer price. Therefore new marketing strategy must be adopted to ensure fishermen get a good economic return as well as enable consumers buy the chambo at a reasonable price to increase its consumption. Production of value added products and direct marketing would help achieve this. It was also revealed that marketing of chambo faced a number of problems that need to be addressed. These include lack of processing and storage facilities, lack of marketing standards and sanitary conditions, seasonal fluctuation in price and lack of financial capital Organization of fishermen into marketing groups would enable direct sale of fisheries products to super markets or retailers while provision of ice plants and processing plants would help produce value added products. Marketing regulations and information must be accessed by all stakeholders in the industry.