As the sun sets along Fiji’s western coast, the challenging realities faced by local fishermen become apparent. One fisherman, who spends hours under the intense sun, often finds that after selling his catch, much of his profit is siphoned off by middlemen. By the time he covers fuel and gear costs, he ends up with no profit, a predicament experienced by many in the fishing communities.
Laitia Tamata Jnr, an iTaukei Fijian man dedicated to working alongside coastal communities in Fiji and throughout the Pacific, empathizes with these struggles. “Too often, our fishers sell their catch, cover expenses, and end up with almost nothing left,” he laments. Fueled by a desire to uplift these individuals, he has developed Smart Catch AI, a promising new app aimed at empowering fishermen and fisherwomen by enhancing their ability to negotiate better prices for their catch.
The traditional grip of middlemen on fish pricing has long hampered local fishermen’s economic stability. Smart Catch AI seeks to disrupt this model by enabling fishers to record their catches, verify the quality of their fish, and gather real-time market information, thereby strengthening their bargaining position. “With Smart Catch AI, fishers will be able to prove the quality and freshness of their catch — and negotiate a fairer price,” Tamata Jnr emphasizes.
The app boasts several vital features, including automatic species identification, weight estimation without scales, catch verification to meet fisheries regulations, and real-time environmental data, including weather and tide conditions. Importantly, aggregated data from fishers will also support sustainable management practices through collaboration with the Ministry of Fisheries, contributing to species monitoring and an overall fairer pricing framework.
One innovative aspect of Smart Catch AI is its interactive game, which educates both fishers and consumers about sustainable fishing practices, species size limits, and legal requirements. “The game side is about behavioral change,” explains Tamata Jnr, aiming to nurture a cleaner understanding of sustainable practices that directly impacts fishing livelihoods.
Designed with fishermen and fisherwomen’s realities in mind, Smart Catch AI focuses on both ecological sustainability and the economic needs of fishing families. It recognizes the delicate balance they must maintain between conservation efforts and the need to provide for their families.
Currently in development, Smart Catch AI expects to pilot in two coastal communities in Fiji within the next six to twelve months. This initiative brings hope not just for individual fishers but also for the broader community, as it could signify a shift toward recognizing their knowledge and labor alongside the ocean’s bounty.
Similar efforts are seen across Fiji as the Ministry of Fisheries enhances transparency through initiatives like the Offshore Fisheries Operations Centre, which aims to combat illegal fishing and improve the conservation of marine resources. Together, these developments represent a coordinated effort to foster a more sustainable fishing industry, preserving not only the livelihoods of those who depend on these waters but also the health of Fiji’s vital marine ecosystems.
With concerted action and community engagement, the future appears promising, as these initiatives have the potential to deliver long-term benefits for both the environment and the people who rely on fishing for their sustenance and economic well-being.