Lionfish is an invasive foreign species that threatens the Caribbean; it lays more than 2,000,000 eggs per year, it has no natural predators in these waters and it feeds off of native species, destroying the coral reef. It has become a risk for the environment and the economy of more than 30 countries in the Caribbean.

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The only way to end this menace was to eat it, but people didn't know about it. So we generated a cultural shift by working with Colombia’s top chefs, turning it from exclusive to popular, generating demand to restore the natural balance of the Caribbean's ecosystem, saving thousands of native species and coral reefs.

As a result we had a great response with a low budget campaign, where everybody worked pro bono after getting to know our cause, including the most influential institution in history: The Catholic Church. Calling the attention of well known chefs, government entities and public figures. It became a campaign that brought an eco-friendly dish to our tables, one that could stop an environmental disaster.

It is relevant because we turned this menace into a product. Taking into account the predatory nature of humans: the most voracious of all. We took a threat and made it an opportunity. We helped create a supply chain from scratch: Fishermen, fisheries, restaurants and hotels working together. For the first time it was sold in supermarkets, making it part of Colombia’s diet.