Some changes come slowly. Others happen suddenly and require a quick response.
The carp market has experienced both of these scenarios in recent years.

The withdrawal of some retail chains from the sale of live fish has shown how fragile stability based on a single distribution model can be. At the same time, it is becoming increasingly clear that the future of the aquaculture sector does not lie in extending supply chains, but in shortening them.

From these observations and conversations with fish farms, the project was born
“Direct sales of domestic aquaculture products – a new beginning.”

Why now?

Direct sales is not a new idea. For years, it has been a natural element of the operation of fish farms. Carp has been reaching customers directly from the breeding location, often in local communities, based on relationships and trust.

Today, this model is returning to the center of attention.
Consumer expectations are changing, the market is changing, and communication methods are changing. More and more people want to know where the product comes from and who stands behind it.

A short supply chain means freshness, transparency, and greater control over quality. For the producer, it means greater independence. For the customer – an informed choice.

What do we want to do?

The project, implemented in 2024–2027, includes a series of educational, informational, and promotional activities.

Plans include:

• conferences and training focused on direct sales,
• international cooperation and exchange of experiences,
• a mobile model point for direct sales,
• promotional and informational activities directed at the industry and consumers.

We want to present direct sales not as an idea, but as a practical tool for the development of fish farms. Taking into account all applicable regulations, quality requirements, and market realities.

The aim of the project is to strengthen the competitiveness of domestic aquaculture products and increase demand for carp sold in a short supply chain.

This is not just about promotion.
It’s about building the stability of a sector where production, sales, and communication go hand in hand.

We want to create a space for conversation – among producers, experts, youth, administration, and consumers. Because the future of carp sales is not created in isolation.

This is just the beginning.
In the coming months, we will share information about project activities, events, and conclusions from our work.