Terribly delicious is the story of mankind putting its normally devastating predatory instinct to work for a vital cause and moving a population to fight against a common menace. For Colombia’s Ministry of Environment this is a story of how delivering value to people works much better than informative advertising campaigns.

The lionfish is an invasive species that is wreaking havoc across the Caribbean. The Ministry of Environment discovered that it had no natural predators and that it would be difficult to protect our ecosystem, expecting dangerous environmental issues.

Bringing together the most talented minds from different sectors as Chefs, Our Core Creatives and Government Leaders, we tackled this question: If the lionfish didn’t have a natural enemy, how could we fight the invasion? The opportunity was clear, turn the biggest predator on earth (human being) into its enemy, connecting the key players between Supply & Demand.

But imagine a creature with fins that resemble wings, and venomous, protruding spines. Now imagine convincing someone to eat it, moreover, with the difficulties around the fish extraction like bruise the meat or being stung by the spines, imagine convincing fishermen to fish it; That´s why at the second chapter of this story we developed the Priceless Weapons Plan, where fishermen learned to construct their own hunting tools, using recycled materials; solving both safety and affordability issues.

The terribly delicious platform & Priceless weapons initiative made possible to extract 4.5 tons of hazardous lionfish from the sea and turned it into delicious food (never before eaten by Colombians), but also to empower 800 fishermen families giving them new purpose and a new source of income.