This P-Talk discusses how three university students initially set up a startup as a fishery data site and have grown the company into a leading integrated fisheries e-commerce platform in Indonesia. Fishers can sell their catch at a fair price using Aruna, which acts as a digital fish auction platform and marketplace for seafood products. The platform ensures transparency throughout the entire trading process, and the true value of fishery catches is clear. Over 15,000 fishermen have joined Aruna from more than 15 locations across Indonesia and seen a 20% increase in their incomes, resulting in dramatic enhancement of fishery productivity.

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