Regal Springs' Heaven Fish turns a natural phenomenon in Yoro, Honduras, into a sustainable economic opportunity. By partnering with the local community, Regal Springs created a unique modern enterprise that provides economic benefits, potentially increasing the average daily wage by 400%. Heaven Fish also received a protected designation of origin, making it an exclusive ingredient for upscale cuisine, and local markets that appeal to customers interested in sustainable products.


Heaven Fish is a socially responsible business that promotes sustainability, cultural heritage, and economic growth while providing customers with an authentic culinary experience connecting with customers on a direct level.

As a producer of sustainably farmed fish, Regal Springs brought a larger challenge: support communities and environmental welfare projects.

Regal Springs' Heaven Fish initiative is a modern enterprise that has turned a natural phenomenon in Yoro, Honduras into a unique and rare ingredient. creating an exclusive and sustainable ecosystem that benefits both the local community and the environment.

Situation:

Regal Springs has recognized the potential for economic development and sustainability through Heaven Fish.

Brief:

As a producer of sustainably farmed fish, Regal Springs brought a larger challenge in hand with its sustainability program: To create an initiative that sustains the core values of the brand, supporting communities and environmental welfare projects.

Objectives:

-Highlight the sustainable economy which supports local production and the residents of Yoro.

-Create opportunities for the local community to benefit from the distribution of Heaven Fish.


- Manage a direct relationship between the brand and the consumer.

Each year, the village of Yoro experiences a unique event where fish rain from the sky during springtime. Regal Springs in partnership with Yoro's residents, created a modern new enterprise that registers every fish that falls from the heavens, giving the village exclusive distribution rights to these trademarked fish. With a protected designation of origin, the rare and remarkable fish offer a new source of revenue for Yoro's residents, with the potential to increase their average daily wage by 400 percent. Heaven Fish has also captured the attention of highly recognized cuisines, and local markets as a rare and exclusive ingredient. This campaign is rooted in the Yoro community and is committed to sustainability, including the use of eco-friendly packaging made from banana peels. Finally, Heaven Fish is a socially responsible business that promotes sustainability, and economic progress by utilizing a natural phenomenon to create a one-of-a-kind, long-lasting experience.

Regal Springs has likely conducted market research to identify potential target audiences and understand their preferences for sustainable and ethically sourced practices. The data collected on the local community in Yoro, such as an average daily income level as low as 1$ USD, and the lack of formal employment opportunities reached close to 79% of the cases.

We emphasize the Heaven Fish product's unique and distinctive nature while encouraging ecological and ethical practices. This strategy appeals to upscale consumers, local communities, and restaurants who cherish rare, high-quality ingredients and place a premium on sustainability and social responsibility.

Collaborations with renowned chefs, local markets, and sustainable food organizations raise the Heaven Fish brand's visibility and trust while emphasizing its dedication to sustainable practices. We invite everyone to get involved by utilizing social media and our e-commerce platform.

Implementation: To carry out our placement plan, we have teamed with renowned chefs, restaurants, and local markets around Honduras to showcase Heaven Fish, a unique and uncommon ingredient. The eco-friendly approach is completed with our sustainable packaging made from banana peels.

Timeline: Since its start, the Heaven Fish campaign has been continuous, and we intend to continue promoting and extending the product in the future.

Placement: Heaven Fish has been strategically put as a high-end ingredient in top-rated restaurants and local markets throughout Honduras. We have also used our e-commerce platform to make our sustainable goods available to individuals and groups.

Scale:

The initiative has gained popularity throughout the country and continues to expand regionally. As other regions with similar natural occurrences discover the Heaven Fish initiative, we plan to scale our operations to meet the demand for this exclusive and sustainable ingredient.

Heaven Fish has significantly impacted Regal Springs' business, with increased sales, and site traffic. The sustainable jobs and economic opportunities created by Heaven Fish uplifted the local community and contributed to the advancement of decent work and economic growth. Partnerships with 200 distributors, 90 restaurants, and 80 public markets across Honduras have created a sustainable source of revenue for Yoro's residents.

The emphasis on authenticity and sustainability has also positively impacted Regal Springs' brand perception, increasing brand loyalty and customer lifetime value. More than 25% of Yoro’s residents have signed on to the program, with more requesting to join. Initial results are promising, having sold out our first batch of Heaven Fish to local restaurants within 3 days of opening the website. Heaven Fish's effectiveness has inspired its growth to other countries facing comparable natural occurrences, thus expanding its reach.

Earned Media: $152M 

Organic Reach: 450M 

Audience: 177M 

Until recently, Yoro, Honduras, was a little-known town. Fish fall from the sky in this area on Earth due to tornado activity near the coastline. Locals call it a miracle, while experts call it a natural phenomenon.

For at least the last 100 years, locals have been aware of the "Lluvia de Peces," or "Rain of Fish." This is thought to be a divine occurrence that brought prosperity to the community.

Because Honduras has been working to promote sustainable development and safeguard its natural resources, the emphasis on sustainability and economic growth through ethical fishing techniques is especially significant to the local environment.

While sustainable farming practices and environmentally friendly packaging are relatively new concepts in Honduras, there is an increasing awareness of the importance of protecting the environment. Heaven Fish was well-received as it promoted decent work by creating sustainable jobs and economic opportunities with environmentally friendly packaging.