Buoyed by government small-scale fishing initiatives, an increasing number of fishermen are becoming directly involved in the marketing and distribution of their produce. Increasing globalisation and international trade have created new marketing opportunities, with larger commercial companies relying heavily on marketing expertise.

Marketing dynamics peculiar to the domestic market have spawned local industry marketing expertise. Fish marketers typically serve as the link between the primary producers, the fishers, and the retailers. They negotiate with potential clients, help determine prices, and create new markets for fish products either domestically or abroad.

Marketers require a diverse skill set encompassing financial markets and macro-economics. The bulk of South Africa’s deep-sea catch is exported, which underscores the need for marketers with knowledge of the international trading environment.

Industry fishing associations also create work opportunities for administrators and industry promoters whose role is to bolster the profile of both specific fishing sectors and the industry in general. Civil society groups working closely with fishing communities require staff with knowledge of the local industry.