Live fish marketing is an upcoming technology gaining popularity among farmers and vendors to deliver fresh fish to consumers. Live fish marketing essentially requires precision harvesting where the fish is not injured or even stressed. The  ICAR KVK Ernakulam has been demonstrating a precision fish harvesting method among farmers to popularize the technology. As part of the ICAR Foundation Day on 16th July, this technology was demonstrated at Pazhamchira, Mookkannur, near Angamaly. Dr. P.A. Vikas, Subject Matter Specialist, explained the scope of live fish marketing to fetch premium prices and demonstrated the precision harvesting protocol. The Pazham Chira Samrakshana Samithi and  Shri.Biju. M Luice, Aquapromotor, facilitated the program.