Innovation in Commercialization of Pelagic Fish: the
Example of “Srdela Snack” Franchise
Ante Kolega, Marija Radman, Jerko Markovina 1
1Department of Agricultural marketing, Faculty of Agriculture, University of Zagreb
Svetosimunska 25, 10 000 Zagreb, Croatia
Abstract. The consumption of fish in Croatia is relatively low for a
Mediterranean country. One of the main reasons for this is the inadequate
supply of fish. The supply of fish is usually limited to expensive species of
whitefish, while the supply of pelagic fish is very scarce. Pelagic fish can rarely
be found in restaurants, and in the fish- markets it reaches very high prices.
The basic goal of the project “Srdela Snack” (srdela - Croatian word for
sardine) was to set up and test a new model of commercialization of pelagic
fish through franchise “fast- food” outlets. In the paper we will describe the
concept of this new model which includes the whole distribution channel, from
fishermen, through processors, restaurants to consumers.
In this model fishermen supply fresh pelagic fish to approved restaurants
(members of the franchise) which prepare the fish according to traditional
recipes. In this way a completely new product is introduced in the Croatian
market. The main idea was to offer a high- quality, simple and convenient
meals made of pelagic fish from the Croatian Adriatic.
This model of commercialization of pelagic fish was tested through a pilot
proj ect. In the pilot project the standards of food quality were determined, the
traditional recipes for preparing the food were selected, and the menu,
consisting entirely of pelagic fish dishes was made. Finally, the logo of the
franchise restaurant was designed. The test restaurant was opened in the
summer 2004. The visitors of the restaurant participated in a survey which
was used to determine the degree of their satisfaction with the new product
and the new model of pelagic fish commercialization.
The results of the survey showed that there is a strong demand for pelagic fish
in the Croatian market. Most of the interviewed consumers liked the new
product; they consider it very healthy, affordable, tasty, and typical for
Mediterranean and Croatia. Fishermen and restaurant- owners also showed a
great interest for this new model of commercialization because it could
provide them with a bigger income.
Since the results of the pilot project showed that this kind of innovation in the
distribution channel is very successful, this model of franchise restaurants
offering pelagic fish “fast- food” can be implemented on the national level.
Keywords: Innovation, Commercialization, Pelagic fish, Franchise