Juan Hernández, Manager of Sa Llotja: “It gives the impression that Europe wants us to depend on third countries”

C.M./Mahón – Juan Hernández (Granada, 1962), married and a father, has devoted his entire life to the fish trade and has lived in Menorca for the past 45 years. For the last year, he has served as manager of Sa Llotja, a project with which he has been involved for six years. This initiative, founded in 2013, emerged from the need to transform the marketing of local seafood products in response to social changes, competition from imported products, and the rise of large retail chains. A group of Menorcan fishermen and shellfish gatherers joined forces with the aim of selling directly to consumers, without intermediaries, making the most of the catches from their own vessels. Today, Sa Llotja is a benchmark for private customers, wholesalers, and restaurateurs. Its location on the waterfront of Mahón harbour, beside the fishing boats, symbolizes a change in mindset: restoring maritime culture and making direct and sustainable use of Mediterranean resources.

What is the main role of Sa Llotja in Mahón harbour within Menorca’s seafood value chain?

At Sa Llotja, we mainly purchase catches from our members’ vessels, most of whom own their own boats, although we also buy catches from vessels that are not part of the fishermen’s guild. We distribute our products both to restaurants and to the general public, with a retail outlet located in the Fish Market.

How many members do you currently have?

Four.

How much fish and seafood is sold through Sa Llotja during a normal season? Can you compare it with recent years?

I believe that, adding together the catches from all the boats and what we purchase from outside sources, we reach around thirty to forty tonnes. However, volumes have been declining due to the biological fishing closures.

How has the reduction in fishing days (or other restrictions) affected Sa Llotja’s activity?

It has affected us significantly, as during the summer we depend mainly on fish from other areas, which accounts for between 80 and 90 percent of our supply.

What percentage of what you sell is locally sourced fish?

We try to ensure that 80 percent of our products are local. Lobster and prawns are only brought in from outside during the busiest months, July and August, because Menorca’s catches are not sufficient. Prawns, for example, usually come from Morocco.

Does the same apply to fish?

Yes, a great deal of fish also comes from Morocco.

Does Sa Llotja supply distributors and restaurants elsewhere in Menorca or Mallorca?

No, only within Menorca. We work across the entire island: Mahón, Ciutadella, Fornells and elsewhere.

What proportion of your distribution goes to restaurants?

As far as seafood is concerned, this year we have focused more on retail sales. I would estimate that around 40 percent has gone to restaurants, while the remaining 60 percent has been sold directly to consumers.

How have the prices of red prawns and Menorcan lobster evolved at Sa Llotja in recent years?

There have not been significant price increases. Prices have remained fairly stable, perhaps rising by two or three euros, but not much more.

Do restaurants challenge the prices?

Generally, restaurants accept them because they are not excessive. For example, we sell extra-grade prawns to restaurants for €75 to €80 per kilo. By contrast, if we have to source them from elsewhere, such as Palamós or other parts of the Mediterranean coast, the price can reach €120 to €130 per kilo. So, in Menorca, prices remain favourable for both fish and prawns.

What impact does summer tourism have on Sa Llotja’s operations?

We do not usually take advantage of the situation by raising prices. As I mentioned, we keep our prices relatively stable, setting them at a level that satisfies both the fishermen and ourselves.

Have you noticed any differences in demand or purchasing preferences between local customers and tourists?

No. What is true, however, is that tourists who come to buy prawns generally pay less attention to prices than local residents, probably because they are accustomed to paying higher prices.

What measures are you taking to promote traceability and quality in the products sold through Sa Llotja?

The quality of our products is self-evident. The boats arrive directly at the harbour and bring us their fish and seafood straight away, and the freshness is immediately noticeable.

What is the relationship between Sa Llotja and Menorca’s local fishmongers or restaurant groups?

We regularly sell to fishmongers, as well as to supermarkets and the other outlets associated with the Mahón Fish Market.

What are the main logistical or administrative challenges currently facing Sa Llotja?

The main obstacle is the restrictions imposed by the European Union. Everything involves limitations and prohibitions, especially for fishing vessels, and the sector’s activity is heavily constrained. For example, if we use refrigerated vehicles, we are required to keep all documentation fully compliant, among many other requirements. There is an excess of bureaucracy and paperwork.

Do you believe these limitations could ultimately threaten the survival of the sector?

In fact, we are already seeing signs of that. It gives the impression that Europe wants us to depend on third countries, not only for fish and seafood but also in sectors such as agriculture, livestock farming and local production.

What plans or projects (infrastructure, digitalisation, new product lines) are being considered to modernise or strengthen Sa Llotja?

We are currently studying the installation of a new freezing chamber, as it is always useful to have one, especially for seafood. The idea is to maintain a small stock during the summer, when it is often difficult to obtain sufficient fresh product. Restaurants demand local raw materials, and with a freezing chamber we would be able to provide what they require even during the peak tourist season.

Looking ahead, what should be the vision or model for Sa Llotja de Mahón in contributing to the sustainable development of Menorca’s fishing sector?

I believe the European Union should grant the sector a little more freedom, as was the case in the past. What is clear is that the current restrictions are not benefiting fish stocks: despite all the limitations, even less fish is being caught now than before. It is paradoxical. Prawn catches, for example, follow a natural cycle: some years there are more, and some years there are fewer. I have been selling fish for forty years, and it has always been that way.