For decades, direct sales were a natural way of operating for fish farms. Carp reached customers directly from the farm, from local markets, often straight from the farmer. This model was based on relationship and trust – the producer knew their product, and the customer knew where it came from. Over time, the market began to centralize, and retail chains took a significant portion of sales. The supply chain lengthened, and the direct contact between the producer and the consumer gradually started to disappear.

The situation changed when some retail chains withdrew from selling live fish. For many farms, this meant the need to quickly seek alternative distribution channels. At the same time, consumer expectations changed. More and more people began to pay attention to the origin of the product, its freshness, the method of farming, and locality. A shorter supply chain started to be perceived as a value – a guarantee of quality, transparency, and greater control over what ends up on the table.

Because relationships are built directly

However, direct sales is more than just shortening the product's journey to the customer. It is also about rebuilding relationships. The opportunity for conversation, asking questions, and learning the story of the farm and the people behind the product. For the farmer, it means greater independence and real influence over how their offer is presented. For the customer – a sense of conscious choice.

The return of direct sales is not a temporary trend. It is increasingly taking on modern forms: sales points at farms, mobile stands, family processing plants, or local gastronomy. This combines tradition with the current demands of the market. That’s why in our project, we place significant emphasis on promoting short supply chains and showing how direct sales can function today – in accordance with current regulations, with attention to quality and with a focus on the long-term stability of the sector.

Because if carp is to have a strong position in the market, it must have strong, local sales foundations. And these start at the farm.