Houita: a new way of bringing live fish to Tunisian consumers –
What if buying marine fish in Tunisia became an experience rather than simply a purchase?
Groupe Méditerranée Aquaculture, which brings together several aquaculture farms and sales points under the Houita name, is introducing a new approach to seafood retail: live marine fish transported in specially designed, oxygen-filled bags.
Houita Market in L’Aouina, Tunis, is currently the first sales point offering this concept, with plans for expansion to other cities.
To understand the group’s vision, we spoke with Mr. Haythem Mbarki, Commercial and Marketing Director of Groupe Méditerranée Aquaculture, who discussed the potential of live-fish commercialization in Tunisia.
More than freshness: a new consumer experience
For Groupe Méditerranée Aquaculture, selling fish alive is not primarily about claiming that live fish is fresher or tastier. It is about creating a different relationship between the consumer and the product.
“Selling fish alive in specially designed plastic bags is more about the experience and the psychology of the consumer than about its direct impact on the freshness and taste of the fish.”
Seeing the fish alive can create a stronger perception of authenticity, freshness and quality, while allowing consumers to see exactly what they are purchasing.
“Seeing the fish alive creates a more authentic perception of freshness and quality. We are engaging with the emotions and psychology of the consumer.”
The experience can also be particularly attractive to children and young people, turning a routine purchase into a memorable opportunity to discover more about seafood and aquaculture.
Bringing aquaculture closer to consumers
Although aquaculture has supplied the Tunisian market for many years, it remains relatively unfamiliar to part of the public, with misconceptions still surrounding farmed fish.
According to the group’s vision, live-fish sales can help open a conversation between consumers and aquaculture.
“Selling live marine fish creates an opportunity for consumers to discover aquaculture and better understand how it works. It intrigues them and gives them a reason to ask questions and seek more information.”
The approach can therefore serve both a commercial and educational purpose, helping consumers better understand where their seafood comes from and the work behind its production.
From curiosity to trust
Consumers can see the fish alive and in good condition, creating a stronger sense of confidence in the product. The group also sees potential among professional buyers, particularly restaurants, where live fish could offer greater flexibility and a longer commercial window.
At the same time, transporting live fish is technically demanding and requires careful handling, planning and appropriate conditions.
The group recognizes that some consumers may initially see the concept as a marketing gimmick. Acceptance will therefore require time, experience and familiarization.
“Little by little, I can see it becoming a mainstream feature in seafood specialty stores because it elevates the space and creates a perception of a more premium, high-end purchasing experience.”
Innovation must also protect the environment
For Groupe Méditerranée Aquaculture, innovation should also consider environmental protection and responsible packaging.
The group is exploring how specially designed transport bags can combine practicality and consumer convenience with reduced environmental impact. This means considering the entire life cycle of the bags, including material selection, possible reuse or recycling, collection and final disposal.
The goal is to bring aquaculture products closer to consumers while continuing to improve the environmental responsibility of the process.
A new seafood experience for Tunisia
Houita is testing more than a new way of transporting fish. It is creating a different relationship between consumers, aquaculture and seafood, one based on experience, visibility and trust.
Whether live-fish purchasing will become a lasting habit in Tunisia remains to be seen. But the initiative is already opening a new conversation about how innovation can bring consumers closer to aquaculture while keeping environmental responsibility in focus.
Houita: a new way of bringing live fish to Tunisian consumers
