University of California-Berkeley

We're taking the hated and feared invasive armored catfish or 'devil fish' as colloquially known in Mexico and transforming it into tasty, nutritious food products to increase employment in rural fishing communities and provide a healthy, sustainable alternative to beef jerky through our El Diablito jerky. To us, the devil fish is much more than an invasive trash fish; it is an opportunity to improve the livelihoods of marginalized fishermen across Mexico. Though the devil fish has perplexed fishermen and development professionals for nearly two decades, we view it to be a marketing problem first and foremost and have begun to develop the sales channels and supply chain to effectively transform the devil fish from plague to a protein-packed snack that makes our customers say, “Quiero más.”