In Stockholm, local fishermen have long been isolated, dependent on long chain marketing and lacking opportunities to sell their fish locally. With the support of the FLAG, fishermen developed the Stockholm fish market: regular urban events where local fishermen can sell fresh, local and traceable seafood directly to urban customers, leading to the development of a collective brand and a permanent fish market. The Stockholm region is home to approximately 100 active fishermen, working in a 250 km radius and landing approximately 800 tonnes of fish every year. Until recently, all catch had to be sold 450 km away through Gothenburg’s main fish auction, undifferentiated from the 31 000 tonnes of seafood that then travel to Stockholm to be consumed each year. This meant selling fish at a low price but individual fishermen had to accept this situation because they lacked the capacity to individually manage the different costs and logistics of selling directly and locally. Launched in November 2011, the Stockholm fish market project changed this situation remarkably by providing these fishermen with a scheme and a brand to cooperate around and an environment in which to sell their catch directly. With the support of the FLAG and the Regional Fisheries Administration, fishermen developed a collective scheme to organise the logistics needed to collect and transport their catch, communicate with customers and enter the local seafood market. The “Stockholm Fiskmarknad” was registered as a brand, owned by fishermen and giving their product a visual identity recognizable by consumers and used by distributors. Working hand in hand with Stockholm’s regional administration, the pilot project created the conditions to identify and secure a permanent spot for a new local seafood-market in the heart of the capital.