Honduras – Sustainable fish farming firm Regal Springs and ad agency Ogilvy have joined forces with the residents of Yoru to catch hundreds of fish falling from the sky twice a year for 20–30 minutes. The phenomenon known as Lluvia de Peces, the rain of fish, is said to be due to tornado-like columns of air sucking up the fish from the ocean and slinging them onto Yoro.
Regal Springs identified a business opportunity given the number of free tilapia, snapper and bass raining on the city. In April 2023, the company announced a new programme remunerating residents for catching fish. The people of Yoru only earn about £0.80 ($1, €0.92) per day throughout the year, but Regal Springs is paying nearly £4.80 ($6, €5.50) per pound of fish caught and brought to the firm’s centre for cleaning.
The final product, called Heaven Fish, is wrapped in sustainable packaging made from local banana peel before being sent to more than 200 restaurant and grocery partners in Honduras. On top of the money earned by the fish contractors, 80% of the revenue Regal Springs generates from Heaven Fish goes directly to the people of Yoro.
In our Sustainability Series, we analysed how Post-purpose Brands and businesses can respond creatively to similar natural phenomena induced by global warming.
Running a proudly sustainable business includes questioning its impact on the planet, staff and the local community altogether. Consider how to set more ambitious policies to dedicate time and budget to uplifting locals with training and work opportunities to build a virtuous circle and enhance your brand’s authenticity