Pwani Fish Marketing is a self-help group consisting of 30 members coming from BMUs in Shimoni areas namely: Mkwiro, Shimoni and Kibuyuni. The group was formed in March 2012 and was registered at the Ministry under certificate. No. 315422. The group is made up of unit members dealing in fishing and fish trading. The group buys sea products from its members and others locally and fulfills orders from Mombasa and other towns. The group is working with other fish buyers to provide fish quality assurance services, processing fish for them and used by government institutions & NGOs as demonstration sites on community fish value addition.

The proposed project seeks to address the missing link in empowering local fisher i.e. fish handling, quality and value addition. Much has been done on aspects of administration and management of BMUs. These efforts have resulted in strong and stable BMUs. The proposed project will test usher the BMUs to the next level of self-governance, active participation in value addition and fish commerce. Fish commerce is what will improve fishermen's livelihood. PFM will not only pioneer fish value addition but also own a processing facility for fish landed at Shimoni. Successes of this model can be replicated in other landing sites hence bringing fisher closer to the target market segment/s with a better return on investment.