This work is articulated in several different steps: the description of the type of species chosen, the analysis of fish consumer demand and the added value that comes from local identity and from the culture of production and consumption. The outcome of these results form the base to define the valorization strategies to adopt. This research was conducted in the Lazio region. After a preliminary analysis of Lazio’s fish export towards EU 27, compared to exports of other Italian regions towards the EU 27, the Lazio region did not show a competitive advantage in this sector. The empirical analysis conducted on local consumers showed a local fish culture on a consumption that, together with fishing methods, local fish consumption and production characteristics, suggested a valorization strategy based on the territorial identity factors.
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