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Transforming it, thereby taking it to the restaurant industry and transforming it
with the typical produce like we make. We’ve succeeded in making a traditional
Trapani product. (2013, pers. comm. 20 July)

An integrated version of sustainability is apparent in his quote with attention to ecological,

social and economic realms. Amoroso also mobilises the term tradition when he refers to

certain local products. The ittiturismo project is also a project about traceability and about

education. He continues explain:

We have the first market in Sicily for traceability…in collaboration with Gena di
Shaka [company name], we have bought market managing software, which we
revised with our experience, with our understanding, with our competence, with
these young guys, they are really great and then we have created a new software
that didn’t exist in Italy. All the information possibly about fish is now available
in one casetta [box/folder]. From who fished it, from where it is fished
etc…(2013, pers. comm. 20 July)

Amoroso worked to establish the regulations associated with the term, and along the way he

diversified his family business within this framework. When not developing traceability

software, Amoroso spends time with guests in his restaurant that shares the name ittiturismo.

He sees this as an opportunity to share knowledge about different species of fish and about

the current situation of marine species and ecosystems, which he sees as part of the

pedagogical aspects of the ittiturismo initiative. It gives guests an opportunity to ask

questions and for them to learn something.

Clearly Amoroso and his ittiturismo project draws on the discourse of sustainability

with its various components, such as traceability tools, corresponding ideas about consumer

responsibility and education, and ways of framing a crisis and a response to the crisis.

Sustainability viewed in this way has provided the circumstances in which Amoroso operates.

In his view, such an opportunity is also afforded to him because of his position:

I’m naturally this way, I’ll jump but not everyone is so, not everyone can defend
[themselves]. I’m fortunate I have studied and the result is I can understand and
interpret and hopefully have the mind, also for being asked questions, right? [I
think he was referring to in general but he laughs probably to refer to me asking
questions and how he is doing responding]. But if you are a tuna fisherman and

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