Caracterização da comercialização da Traíra Hoplias malabaricus na cidade de Picuí – PB: estratégias de marketing e agregação de valor ao pescado.

Abstract

The commercialization of fish in the city of Picuí, Paraíba, is of great socioeconomic importance, particularly for species such as the trahira (Hoplias malabaricus), which has potential for consumption due to its low fat content. Trade occurs through street markets, supermarkets, and door-to-door delivery. Consumers are divided into those seeking a fresh product and those seeking a more specialized market, preferring cuts of fish for easier preparation. The study involved visits to fish establishments in the municipality, interviews with fish traders, and observation by the researcher. The objective was to determine which fish species are most traded, with a particular emphasis on trahira and its cuts in the local market. This study was conducted between January and April 2025, and identified the fish species traded, including flat trahira and trahira fillet, which were only observed in this location. The marketing period before Lent was compared to Holy Week in April 2025. At the end of the research, an increase in fish diversity was noted during Lent, and that consumers prefer fresh, whole and gutted fish. Furthermore, the survey revealed that retailers typically present fish as "fresh," sold by the kilo, except in supermarkets where frozen fish were found. The results suggest the need for marketing strategies to boost sales, not only during Lent, to attract customers seeking a variety of fish for the preparation of diverse dishes and convenience, but also to add value through the production of fish-based byproducts, such as burgers made with traíra meat, thus boosting local fish sales.