Local Fish Initiative: Implementation Plan

Posted on May 1, 2025 by Local Fish

Objective 6: Develop Local Fish Initiative Implementation Plan

Part 1: About the Implementation Plan

(Purpose, Process & Timeline)

Objective 6: Develop Local Fish Initiative Implementation Plan

What:

The Implementation Plan will serve as a guide outlining the necessary tasks to ensure the continued success and scalability of Local Fish beyond the project period. It provides a structured framework for deploying Local Fish to a broader group of fishermen, buyers, and consumers, while serving as an adaptable model for other fishing communities.

The plan includes:
1.  Long-Term Goals and Objectives
2. Actions and Key Milestones
3. Promotion, Development, and Marketing Strategies
4. Risk Mitigation Strategy
5. Resource and Budget Requirements
6. Roles and Responsibilities
7. Monitoring and Evaluation Metrics

When:

The plan will be developed between months 13–23 and finalized by month 24. Due to delays from COVID-19 and a no-cost extension filed due to medical leave, the Implementation Plan will be completed in the final project year (2025).

Process:

  • uncheckedThe LFI team will collaborate with the Fishermen’s Advisory Committee (FAC) and industry experts to draft the plan.
  • uncheckedIt will incorporate insights from market research, pilot outcomes, and relevant best practices.
  • uncheckedFunding opportunities will be explored.
  • uncheckedOngoing marketing strategies will be evaluated and integrated.
  • uncheckedA summary of project results and next steps for implementation will be included.
  • uncheckedThe plan will be co-authored with the FAC and made publicly available on the LFI project website.

Part 2: Implementation Plan

Local Fish is a program designed to create a sustainable and scalable seafood distribution framework, directly connecting local fishermen with consumers, restaurants, and seafood markets. This Implementation Plan, supported by GetLocalFish.com, outlines strategies for ensuring the long-term success and growth of Local Fish beyond the initial project phase. The goal is to expand participation and create a replicable model for other fishing communities.

This Implementation Plan Includes:

  1. Long-Term Goals and Objectives
  2. Actions and Key Milestones
  3. Promotion, Development, and Marketing Strategies
  4. Expansion and Scaling Strategy
  5. Risk Mitigation Strategy
  6. Resource and Budget Requirements
  7. Roles and Responsibilities
  8. Monitoring and Evaluation Metrics

Long-Term Goals and Objectives

Goals:

– Strengthen direct-to-consumer seafood sales to enhance economic opportunities for local fishermen.
– Expand Local Fish to additional coastal communities.
– Educate consumers on the benefits of sourcing local seafood.
– Develop a replicable, adaptable framework for other fishing communities.
– Promote collaboration among fishermen.

Objectives:

– Optimize GetLocalFish.com as the primary connection platform.
– Increase participation by San Diego-based fishermen and chefs.
– Assess legal considerations for regional expansion north of Point Conception.
– Establish a roadmap for broader regional expansion along the West Coast.
– Appoint and onboard regional representatives to manage expansion.
– Provide region-specific resources, such as permit guidance and gear requirements.
– Assist in demystifying regulatory compliance documents.

Expansion and Scaling Strategy

Regional Expansion Goals:

– Strategically expand Local Fish by identifying representatives to onboard participants in targeted coastal communities. Specific expansion locations will be determined through ongoing market research.

Regional Leadership & Onboarding:

– Appoint regional representatives responsible for community engagement, participant onboarding, and consistent branding.

Website Structure & Strategy:

– Evaluate the effectiveness of separate regional websites versus a unified platform.

Sustainability Planning:

– Secure funding for website hosting, maintenance, and technological upgrades.

Actions and Key Milestones

– Publish this Implementation Plan for public access (May 2025)

– Enhance GetLocalFish.com functionality and resources (May 2025 – December 2025)

– Conduct targeted outreach and participant onboarding (May 2025 – May 2027)

– Launch consumer awareness and marketing campaigns (May 2025 – May 2027)

– Expand San Diego participation with additional fishermen and chefs (May 2025 – May 2027)

– Research legal considerations for regional expansions (May 2025 – May 2027)

– Evaluate pilot outcomes and refine strategies accordingly (May 2025 – May 2027)

Training, Education, and Industry Support

– Business Training for Fishermen: Accounting, invoicing, and business strategy workshops (May 2025 – May 2027)

– Marketing Workshops: Direct sales techniques and chef interactions (May 2025 – May 2027)

– Mentorship: Facilitate intergenerational knowledge sharing among fishermen (Ongoing)

– Quarterly Resource Updates: Distribution of fishermen contact information and catch availability (Quarterly)

Promotion, Development, and Marketing Strategies

– Digital Marketing: Social media campaigns, email outreach, digital ads

– Community Events: Seafood tastings, educational programs, chef collaborations

– Branding: Cohesive messaging and resource posts highlighting local seafood value

– Partnerships: Collaboration with environmental organizations, culinary institutes, seafood advocates

Risk Mitigation Strategy

– Market Disruptions: Develop flexible alternative sales channels

– Regulatory Compliance: Regular consultations with regulatory experts

– Supply Chain Challenges: Establish contingency plans for disruptions and downturns

Resource and Budget Requirements

– Platform Development & Maintenance (GetLocalFish.com): $50,000 (Grants, Partnerships, Donations)
– Marketing & Outreach: $20,000 (Grants, Partnerships, Donations)
– Fishermen Training Workshops: $15,000 (Industry Sponsorships, Grants, Partnerships, Donations)
– Operations & Staffing: $100,000 (Grants, Partnerships, Donations)
– Expansion Research & Regional Representatives: $50,000 (Grants, Partnerships, Donations)

Roles and Responsibilities

– Local Fish Team: Strategy, coordination, and execution

– Regional Representatives: For community engagement and onboarding expansion to other regions

– Fishermen’s Advisory Committee (FAC): Industry insights and guidance

– Marketing Team: Resource development, Promotion campaign execution

– Tech Support Team: Website maintenance and improvements

Monitoring and Evaluation Metrics

– Participating Fishermen: Target 20+ (Registration Records)

– Consumer Engagement: 5,000+ monthly website visits (Web Analytics)

– Restaurant and Market Adoption: Target 40+ businesses (Platform Data & Relationships)

– A summary of project results is available through the resources housed on the GetLocalFish.com platform, and is intended to complement this Implementation Plan by providing context, lessons learned, and relevant documentation from the pilot and development phases.

Disclaimer

This Implementation Plan was developed as a strategic guidance document to support the continued viability, growth, and long-term sustainability of the Local Fish Initiative. It reflects the goals, strategies, and best practices identified throughout the course of the project and is intended to serve as a living document to inform future actions.

While every effort has been made to ensure this plan is comprehensive and realistic, it should be viewed as a flexible guide rather than a prescriptive mandate. The success of Local Fish will depend on ongoing adaptation, stakeholder collaboration, and community input as conditions, markets, and opportunities evolve over time.