Building awareness fisherman communities about the importance of marketing systems to reduce poverty

The primary issue contributing to poverty in fishing communities is their relatively weak bargaining position in determining market prices. Additionally, intermediaries exert significant control, heavily influencing the pricing of fish commodities. This study aims to educate fishermen on effective marketing strategies to expand their market access, particularly focusing on fishing communities in Muncar District, Banyuwangi Regency. Using the Participatory Action Research (PAR) method, the study identifies challenges faced by fishermen and provides community-driven solutions. Initial findings revealed a strong socio-cultural dependency on intermediaries for marketing. Following interventions, including marketing training and product packaging workshops, the fishing community showed improved knowledge and practices, resulting in enhanced market accessibility. The intervention was effective in empowering fishermen to negotiate better prices and reduce their dependence on middleman.