Abstract
The current study investigated the potential and challenges of live fish marketing in the aquaculture farms of Kerala, India. Surveys were conducted among farmers from six major aquaculture producing districts of Kerala to gather information regarding aquaculture practices, harvesting methods and marketing strategies followed. Freshwater aquaculture systems, particularly tilapia farming was dominant among the farmers. The respondents primarily sold their products to domestic market through dealers. The study revealed that approximately 20% of the farmers adopted live fish transportation methods, preferring tank systems and open-type transportation. The study emphasised the importance of addressing challenges related to culture, harvest as well as post-harvest operations and providing knowhow on effective marketing and distribution channels to promote the adoption of live fish marketing. Keywords: Aquaculture, Kerala, Live fish transportation, Marketing, Need assessment, Price realisation
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