ICAR-KVK Ernakulam, which pioneered the concept of on-farm fish marketing in the district back in 2012, continues to lead efforts to empower farmers through direct marketing initiatives. This innovative model has since inspired various organizations to adopt similar programs across the district, including the recent “Malsyakahzcha” event organized by the Paliyakal Co-operative Society Bank from December 20th to 24th, 2024, at the Chathanad Fish Landing Centre, Ezhikkara.

Dr. P.A. Vikas, Subject Matter Specialist (Fisheries) of KVK, provided technical guidance and orientation for the event, ensuring its success. The event was inaugurated by Vypin MLA Unnikrishnan and enabled farmers to market live fish such as Asian Seabass, Pearlspot, Tilapia, Giant Trevally, and Red Snapper directly to consumers, earning approximately 10% higher prices for their produce.

Over five days, approximately 150 kg of fish worth ₹1 lakh was sold daily, resulting in a total turnover of 700 kg worth ₹5 lakh. Customers highly appreciated the opportunity to purchase fresh, live fish directly from farmers, underscoring the growing success and relevance of the farm-gate marketing model championed by KVK Ernakulam.