Marketing Invasive Species
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Increase amount of invasive species sold to restaurants
Improving
Gökova Bay to Cape Gelidonya
Türkiye
Problem: Invasive fish species are becoming increasingly abundant in this area. Increased water temperatures exacerbate this problem, as some invasive species benefit from higher temperatures, while native species often do not benefit. Invasive species such as lionfish and rabbitfish are herbivorous and negatively impact seagrass meadows by overgrazing, also outcompeting native herbivorous fish. Removing invasive fish from the coastal area will help enable the recovery of the seagrass meadows and native fish populations.
Action: AKD has set up a sustainable enterprise which creates a market for invasive fish species by raising awareness with local restaurants, and by facilitating the market chain for fishers and cooperatives to sell their invasive species to restaurants. To further develop the market for invasive fish species, AKD is also engaging in tasting events, food demonstrations, food festivals and communications to promote the diversity, quality and taste of these invasive species and how to prepare the fish in different dishes.
Indicator: An increase in the number of restaurants willing to cook and serve invasive species demonstrates a greater demand for this product, making the nature-positive business model more viable. These actions also directly benefit fishers and the native fish population.
New fish seminar participants, spreading knowledge on preparing and eating invasive alien species. Photo: AKD.
Working in collaboration with restaurants and fishers to create new recipes for invasive lionfish. Photo: AKD.
Methods
Behaviour change surveys were conducted in 2020 in two project areas (Kaş and Göcek). Restaurant owners were surveyed about their inclusion of lionfish (Pterios sp.) on their menus. These surveys were used to calculate the number of restaurants selling lionfish. 31 restaurants participated in the baseline survey. Surveys were repeated in autumn 2023 in Kaş and in summer 2024 in Göcek, following awareness raising activities, to assess any change in behaviour over time. 30 restaurants participated in the follow-up survey.
AKD also established its own sustainable enterprise (AKD Ltd.) to promote and facilitate the sale of invasive species (predominantly lionfish). The number of restaurants ordering lionfish from the enterprise and the kilograms of fish it sold annually were calculated.
Results
Surveys conducted in Göcek and Kaş did not show a statistically significant change in the number of restaurants serving lionfish (Fig. 1). Across both areas, the proportion of restaurants serving lionfish increased from 22.6% (7/31) in 2020 to 30.0% (9/30) in 2023-2024.
Figure 1: Responses of surveyed restaurants to whether or not they served invasive lionfish, across two project areas. Restaurants were surveyed at the start of the project in 2020, and at the end of the project (2024 for Göcek and 2023 for Kaş).
Across the wider region, the number of restaurants ordering lionfish from AKD Ltd., and the weight of lionfish sold, both increased from 2020 – 2023 (Table 1). Of these, four were in Kaş, ten were in Muğla, and nine in İstanbul. The remaining four were in İzmir, Ankara and Mersin. This indicates that nearly half the restaurants surveyed in Kaş which reported serving lionfish, and all in Göcek, purchased lionfish either directly from small-scale fishers or through other actors in the market, rather than from AKD Ltd.
Partners
