Fresh fish traded throughout Punjab. Retail markets are established in almost all the cities and towns of the province. Wholesale and distribution markets are limited in the cities and big towns. Marketing of the fish continues throughout the year except June, July and August. Lahore, Rawalpindi, Gujranwala, Faisalabad, Multan, Kasur and Sahiwal are the major fish markets in Punjab. Each district and tehsil head quarter also serves as a fish market.
The perishable nature of fish, lack of appropriate transport facilities, day to day fluctuation of fish catch, functioning of un-regulated markets, non-availability of adequate storage facilities and limited taste for fish are the factors which have complicated the marketing system of fish.
Fish Marketing Channel
A route followed by a commodity in the marketing operation from the producer to the consumer is called marketing channel. The marketing of fish in Punjab is carried out through an indirect channel. Fish is generally brought in the markets direct from rivers as well as from Private fish farms in private sector. Some quantity of fish is directly auctioned to retailers (consumers) whereas the surplus quantity is marketed to the wholesalers.
Marketing Intermediaries
Marketing intermediaries include all the individuals or firms who handle the fish after it leaves the producers until it reaches the consumers. They fall into two categories. One who assumes business risk, invest capital and accept the title of goods i.e. contractor, private fish farmer, middleman and retailer. The other who bear no risk and do not accept the ownership but sell their services i.e. fishermen, commission agents and jobbers.
Contractors
The contractors perform a key role in the fish business. They open competetion through auction for lease of fishing rights of public water areas from the Fisheries Department and manage the harvest of fish and supply to markets.
Private Fish Farmers
They produce different fish species in their farms and supply the same to the market.
Wholesalers
They buy and sell huge quantities of fish. They operate their business in assembly. To attract sellers, they extend short term loans to both producers and contractors on the pledge that loanees would sell the fish to them.
Retailers
They buy the fish in small lots and sell to ultimate consumers. Fish retailing is mostly done through shopkeeper. However, a number of hawkers also sell the fish by sitting at footpaths or wandering on bicycles.
Fish Supply to Markets
The fish after harvesting/catching is gutted, graded, packed and transported to the market as detailed below:
Fish Catching
Fish contractor and private fish farmers engage the fishermen to catch the fish from public water areas and private fish farms. The fishermen generally operate in a group and wages are paid in accordance with the quantity of fish caught either in shape of cash or cheque.
Gutting
- Gutting is the process performed after catching the fish. An incision is given to the fish to remove the gills and intestines. It increases the storage life of the fish
Grading
- The fish population is heterogeneous. It varies in respect of species as well as the degree of freshness. The rates varies by species and weight
Packing
- Fish is mostly packed with ice for handling and transportation. Fish is mostly packed in baskets and jute sacks/bags
Transportation
- Fish is a perishable commodity. Efficient transportation plays a vital role in the marketing of fish. Transportation is done by men, pack animals, motor vehicles and railways