Fishmongering has become one of Kenya's fastest-growing businesses, particularly along Lake Victoria's shores, making it a vital economic pillar in Nyanza. The demand for white meat is high in the region, with many Kenyans including it in their meals. The trade has evolved significantly, from traditional open-lake sales to a more professional venture of selling raw, dried, smoked, and fried fish and other seafood.
Mrs. Norma Achieng, a fishmonger in Soko Mjinga market, Migori town, has transformed this business into a professional merchandise, generating wealth and creating employment. Achieng, a journalist by profession, started the business a year ago, identifying gaps in the traditional way fish was sold. She noted that most fishmongers, who are women, would deep-fry fish and wait for customers to purchase, while a few would sell raw fish but face challenges with preservation.
Achieng started her business with around 200 kgs of fish and a working capital of Sh65,000, alongside a small refrigeration unit. Her fish supply comes from Sori and Waondo in Mbita, targeting specific varieties preferred by her clientele, mainly tilapia and Nile perch. She priced her stock competitively, below prevailing market rates, to attract customers and secure a competitive price. Today, her venture has grown into a wholesale endeavor, supplying raw fish to other small-scale fishmongers in Soko Mjinga and Marindi markets.
Achieng's business has faced challenges, including transitioning from journalism into agribusiness, which exposed her to the complex realities of fish trading. Her first attempt at setting up a retail fish business collapsed, accumulating losses and debt to her clients. She had given out a debt of around Sh70,000 to small trade fishmongers who did not pay back on time. Achieng learned from her mistakes and started afresh in a more professional way, implementing a pay-bill, till number, and Pochi la Biashara account to ensure upfront payments.
Achieng's business has been successful, with customers praising her high-quality fish and excellent customer relations. Ms. Rhoda Achola, a retail fishmonger at Soko Mjinga, buys raw fish from Achieng at a price of between Sh100 to Sh300, citing the best fresh fish that her customers love. Achola praises Achieng's customer relations model, saying that she makes customers feel like they co-own her business.
Achieng urges the government to support fishmongers with fridges to preserve fish for increased income and profit. She advocates for government assistance programs, such as grants, specifically tailored to small-scale fishmongers, with priorities on subsidized cold storage facilities and cold-chain transport solutions to reduce post-harvest losses. Her advice to the youth is that any business can be successful with a smart move and focus on growth, profits, and job creation.
Achieng's success story demonstrates that with determination and hard work, anyone can turn a small business into a successful venture. Her journey from a journalist to a professional fishmonger is an inspiration to many, showing that there is no "dirty" business, only opportunities for growth and development.
Key points
- Mrs. Norma Achieng's fish business has grown into a wholesale endeavor, supplying raw fish to other small-scale fishmongers in Migori town.
- Achieng's business has created employment opportunities and generated wealth for her and her clients.
- She urges the government to support fishmongers with fridges and cold storage facilities to increase income and reduce post-harvest losses.
