SLIM Gamata Marketing 2015 ‘Fish Bonanza’ adds new flavour to tempt taste buds

SLIM President Ruwan Liyanagamage, University of Ruhuna Faculty of Management and Finance Dean Prof. H.S.C. Perera, University of Ruhuna Department of Marketing Head A.C. Karunaratne and University of Ruhuna Faculty of Agriculture Department of Food Science and Technology Head Dr. Nilantha Liyanage

Entrepreneurs, as the backbone of the economy, play a major role in boosting a country’s development. They are always in the process of introducing novel products to the country and society. In the marketing perspective, they engage in adding new flavour to their products whilst improving the quality, which draws the attention of customers and also retains them, with continued innovation. In comparison with the past, marketers of today have a better platform to work on, similar to the recognition that the entrepreneurs enjoy nowadays. Today, the Sri Lankan business context has become more competitive while expectations of consumers have risen. 

This results in the consumer looking to enhance the worth of their purchases by constantly upgrading themselves with new products. Consumers are no more satisfied in making use of the same product, in the same way. They are on a continuous quest for innovations. Smart marketers and entrepreneurs, in order to capture this growing segment of consumers who are on the search for improvements, should strive to introduce originality to their existing products. Furthermore, constant innovation will keep the customer engrossed in the organisation and retain them as a result.

The majority of Sri Lankans prefer to consume fish. This is mainly due to a higher availability of nutrients, and the reduced threat of diseases. Since Sri Lanka is surrounded by the ocean, fish could be found in abundance. While many coastal communities thrive on the fish trade, the south of the island could especially be considered as a region which has a history rich in this trade. Galle, Matara and Hambantota could be called the leaders under this category.

Despite the popularity of fish consumption, development of the trade is still at a primary stage. Fish purchased from the harbour or a supermarket is converted into a traditional fish curry, without any thought being cast on how a new recipe could be created. Even though fish enjoys a special niche in the global market, especially in Japan where it is consumed raw in the form of Sushi, the popularity in our small island is yet, comparatively, minuscule. However the hospitality industry has harnessed this in their favour by introducing a variety of fish delicacies in their menus to tempt the taste buds of the many tourists who visit the island.

The Department of Marketing, Faculty of Management and Finance, at the University of Ruhuna, in collaboration with the Sri Lanka Institute of Marketing (SLIM), are engaged in a bold endeavour to organise an event, ‘Fish Bonanza’, with the aim of amplifying the performance of the fishing community in Matara. Moreover, the Department of Food Science and Technology, Faculty of Agriculture of the University of Ruhuna has extended their support to make this event a resounding success, by providing the required technology to the entrepreneurs to produce various types of value additions to fish products. Accordingly, 40 small scale entrepreneurs were selected and trained to add value to fish, which enabled them to innovate and introduce a new product into the market. They were also empowered with the required marketing skills which are essential in a profit seeking enterprise, to create mutually satisfactory situations for the customer as well as the entrepreneur.

Highlighting the importance of the event, University of Ruhuna Faculty of Management and Finance Dean Prof. H.S.C. Perera said, “Most of the universities in the world develop their status as entrepreneurial entities for the purpose of developing entrepreneurs who would contribute positively to the national growth of their countries. Universities should not limit their duties to teaching and research only. They should also engage in such activities as an important element of corporate social responsibility.”

University of Ruhuna Department of Marketing Head A.C. Karunaratne stated that he is very proud to be a part of this worthy project. He reiterated that it is our duty and responsibility to uplift the economic and socio-cultural standards of entrepreneurs engaged in small scale enterprises, since they have now become a major component of a country’s national growth and revenue.

Stating a fact that was prevalent in the industry, SLIM President Ruwan Liyanagamage stated his views, “Even though the fish harvest is rich in the southern part of the country, the fishing community is not financially stable. They utilise traditional technology and systems in harvesting and processing, and value additions have not been given due attention. The SLIM ‘Fish Bonanza’ gives them a great opportunity, to proactively engage in a project where their skills, knowledge and profits are enhanced, which leads them towards a sustainable livelihood.” 

University of Ruhuna Faculty of Agriculture Department of Food Science and Technology Head Dr. Nilantha Liyanage, who is also actively involved in this project, stated, that with the initial preparatory trainings conducted by various NGOs, agencies and educational institutes such as SLIM, as also the University of Ruhuna, the fishing communities have begun to employ the new technologies they have learnt, which goes beyond their traditional ways and means. He admired the enthusiasm displayed by the trainees at the workshops that were conducted. He urged that this joint endeavour not stop at ‘Fish Bonanza’ – Matara, but continue with the momentum that it gained, to the next level, which is national.

The final event of ‘Fish Bonanza’ is scheduled to be held at the Matara beach on 5 September, where the organisers have gone ‘all out’ to put together an event which will be unforgettable for all.

All ‘food lovers’ and ‘fish lovers’ are invited to venture on a gastronomically enticing and adventurous event, which in the style of SLIM, is unlike any other.