Indigenous people are increasingly the owners of commercial fishing licenses, and the operators of fishery businesses. But in wholesale markets their harvests compete on price per kilogram with every other fisher’s product. If they lack business scale or are not productive and commercially agile, their commercial business will not survive.

One option is for Indigenous fishers to offer seafood attributes that are unique and attractive to consumers. If products are differentiated, consumers may value these attributes and be willing to pay higher prices.

This project seeks to understand there is substantive global and local evidence supporting the development of specific commercial Indigenous food brands in any seafood/food market? And if there are commercial branding benefits, can indigenous fishers capture the benefits of the investment they make in such branding and product differentiation.