The Heaven Fish enterprise is an example of how a unique perspective on a natural occurrence, such as the rain of fish, transformed into a sustainable business model, boosting the local economy, and offering customers a unique and authentic experience. It encourages a sense of community, and connection between the consumer and the product, as also supports the local economy and cultural heritage.

The partnership between Regal Springs and the Yoro community demonstrates the potential of B2B collaborations, and a positive impact on communities while also promoting sustainable practices, potentially inspiring other businesses to consider ethical and sustainable business ecosystems.

Regal Springs has identified a unique opportunity in Yoro, Honduras, where it rains fish due to tornadoes near the coastline. Every fish that falls from the sky was registered with a protected designation of origin, the brand has provided economic opportunities for the local community by creating an exclusive and rare ingredient for high-end cuisine.

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 in partnership with residents of Yoro.

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


-Build awareness and interest in Heaven Fish as a rare and exclusive ingredient.

Regal Springs' "Heaven Fish" transforms an extraordinary natural phenomenon in the small town of Yoro, Honduras into a sustainable business opportunity model that promotes the social and economic development of the community. Every spring, in this small poor village, it rains fish, a natural phenomenon due to the tornado activity near the coastline. In partnership with Yoro's residents, Regal Springs safely registers and authenticates every fish that falls from the sky, giving them exclusive distribution rights to these trademarked fish. With a protected designation of origin, these rare and remarkable fish become a valuable commodity that can potentially increase the daily wage of a Yoro resident by up to 400 percent. Regal Springs has branded "Heaven Fish" as a rare and exclusive ingredient, engaging consumers in an authentic experience. The campaign was designed with an environmentally-conscious, packaging made from banana peels, created for and by the people from Yoro.

High-end restaurants, specialty food shops, and ecologically concerned consumers who value sustainability and social responsibility were among the target demographics. Data collection included market research to identify consumer preferences and behaviors, as well as data on the Yoro community to understand their needs and economic situation, such as an average daily income of $1 USD, a lack of formal employment opportunities in 79% of cases, and a community with up to 40% of its population living in extreme poverty.

Through branding and marketing activities such as collaborations with renowned chefs, restaurants, and local markets, the strategy highlighted the product's distinctive and exclusive nature. Emphasizing the product's ecological and ethical practices might also help to attract environmentally sensitive customers.

In terms of distribution, the campaign emphasized e-commerce platforms such as online marketplaces and direct-to-consumer sales in order to reach a larger audience outside of local markets.

As a Breakthrough on a Budget approach, the Heaven Fish campaign focused on utilizing cost-effective methods to promote the brand and its sustainable and ethical practices. Implementation involved leveraging e-commerce platforms to reach a wider audience and increase visibility. The campaign used partnerships with local markets, high-end restaurants, and specialty food markets.

The timeline for the campaign was likely ongoing, with efforts to continuously promote the brand and its sustainability practices. The scale of the campaign started in Yoro, where the natural phenomenon occurs, and has since expanded beyond Honduras to include collaborations with chefs, restaurants, and food organizations throughout the region. The eco-friendly packaging made from banana peels resonates with the campaign's emphasis on sustainability and has helped the brand stand out from competitors.

Heaven Fish proves that even with limited resources, a sustainable and socially responsible business can be lucrative while also benefiting local communities.

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. More than 25% of Yoro’s residents have signed on to the program, with more requesting to join. Additionally, the campaign has garnered positive attention and recognition as a socially responsible company that values sustainability and community impact. The results above are impressive for a small market such as Honduras, particularly considering the $20,000 total budget. For context, the country’s largest corporations’ average yearly spend is $750,000 in ad production and $8 million on media

Earned Media: $152M 

Organic Reach: 450M 

Audience: 177M 

he results above are impressive for a small market such as Honduras, particularly considering the $20,000 total budget. For context, the country’s largest corporations’ average yearly spend is $750,000 in ad production and $8 million on media buys.

$3,000 have been invested in local outreach and onboarding participating members of the community. $12,000 were invested into collection, logistics, and distribution, using Regal Springs’ existing supply line to maximize efficiencies. The other $5,000 were invested into audiovideo production intended for placement in local PR efforts, as well as case videos.

Until recently, Yoro, Honduras, was a little-known town. Fish fall from the sky at 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.