Uplifting Local Fishermen By Leveraging Federal Funding

How many San Diegans buy and eat local fish? Less than you think – but it doesn’t have to be that way. 

In 2023, the Policy & Innovation Center and the San Diego Fishermen’s Working Group were awarded funding through the U.S. Department of Agriculture Agricultural Marketing Service Local Food Promotion Program to support the long-term sustainability and economic vitality of San Diego’s local fishing community. Key project partners included NOAA Fisheries, California Sea Grant, and the Tuna Harbor Dockside Market. 

Through this initiative, the project helped increase awareness, visibility, and consumer demand for locally sourced seafood across the region. Efforts included consumer and restaurant education campaigns, community outreach, and public events such as the Dockside Night Market Fish Festival in September 2024, which showcased local fishermen, locally caught seafood, and collaborations with some of the region’s leading chefs. 

The project also supported the development of a new website, promotional videos, and updated signage to strengthen marketing efforts, improve public engagement, and expand overall awareness of San Diego’s local fishing industry and seafood economy. 

“San Diego has a long and rich history as a commercial fishing hub. However, like in many coastal areas, these local providers have been forced to compete in global supply chains that value efficiency and low cost over quality and sustainability. The time to forge a path toward increased local purchasing of San Diego caught fish is now.”

Pete Halmay, director and founder Tuna Harbor Dockside Market: