THE sun dips low over Fiji’s western coast as a fisherman hauls his catch ashore. Hours at sea under the scorching sun have yielded bundles of fish, but when he sells them at the market, much of the profit slips away into the hands of middlemen. By week’s end, after covering fuel, gear, and household expenses, he is back where he started: at zero.
For Laitia Tamata Jnr, as an iTaukei Fijian man who has spent years working alongside coastal communities in Fiji and across the Pacific, these stories are all too familiar — and heartbreaking to watch.
“Too often, our fishers sell their catch, cover expenses, and end up with almost nothing left,” he says. “Over the years I’ve been thinking about creating something that could truly benefit them.”
That idea has now taken shape in the form of Smart Catch AI, a new app under development that promises to put power back in the hands of fishermen and fisherwomen.
Breaking the Middleman Grip
For decades, middlemen have dictated the price of fish in local markets. Smart Catch AI aims to change that dynamic. By allowing fishers to record their catch, verify its quality, and access real-time market insights, the app creates leverage.
“With Smart Catch AI, fishers will be able to prove the quality and freshness of their catch — and negotiate a fairer price,” Tamata Jnr explains. “It’s about shifting control back to those who do the hardest work.”
What Smart Catch AI Can Do
At its core, the app is built around practical, AI-powered features designed to meet fishers’ everyday needs:
- Automatic species identification and size measurement via photo.
- Weight estimation without a scale.
- Catch verification for compliance with fisheries regulations.
- Real-time fishing zone insights including weather, tides, currents, and moon phases.
- Environmental data tracking to support sustainable practices.
Beyond empowering individual fishers, the app also shares aggregated data with the Ministry of Fisheries, supporting species monitoring, supply chain analysis, and the development of fairer pricing frameworks.
“This isn’t just about technology,” says Tamata Jnr. “It’s about creating a system where compliance and conservation efforts are rewarded, not wasted.”
A Game That Changes Behavior
Perhaps the most innovative feature is the embedded game that engages both fishers and consumers. The game helps users learn species size limits, harvest seasons, and what counts as legal versus illegal catch.
“The game side is about behavioral change,” Tamata Jnr says. “We need to shift how we think, especially as consumers. We are the ones driving demand. If we understand what sustainable harvest looks like, we can help fishers put food on their tables while protecting the ocean.”
A Tool Built for Fishermen and Fisherwomen
Unlike many existing data-collection tools that ask communities to give information without clear benefits in return, Smart Catch AI was designed with fishers realities in mind. It addresses not just ecological sustainability but also economic survival, recognizing that fishers must balance conservation with feeding families, paying school fees, and meeting traditional obligations.
“I am fully committed to developing this app in a way that is relevant to our communities,” Tamata Jnr says. “It’s still a work in progress, but we’re building it step by step with the fishers themselves.”
Launched just a year ago, Smart Catch AI is expected to be ready within the next 6 to 12 months. Two coastal communities in Fiji have already volunteered to pilot the tool, eager for a solution that can transform the way they fish, sell, and survive.
For Fiji fishers, Smart Catch AI may prove to be more than just an app. It could be the start of a new way of valuing their knowledge, their labor, and their ocean.