The Lionfish is an invasive species that threatens the Caribbean; it has no natural predator and it feeds off of native fish. It´s a risk for the environment and the economy for more than 30 countries. Luckily its meat is delicious. We needed to find solutions to end this menace.
EATING ONE SPECIES TO SAVE THOUSANDS
The only way to fight this menace was to eat it, so we started working alongside Colombia’s most important chefs, who helped turn the Lionfish into a trendy dish catered to the mainstream.
84% of Colombia’s population is Catholic and half of them eat fish during Lent and Easter Week. We sought help from the most influential institution in history: The Catholic Church. Priests invited Catholics to not just eat fish during Lent and Easter Week, but to eat Lionfish, a cultural impact that traditional media would’ve never accomplished.
Colombia’s President joined the campaign, inviting fellow Colombians to eat Lionfish during Easter Week.
We created a supply chain from scratch: Fishermen, fisheries, restaurants and hotels all working together to stop this menace.
For every Lionfish we eat, we save:
34.164 fish
6.132 crustaceans
3.500 other species