The primary aim of this research was to understand the target species of interest for a sustainable promotion and development strategy for fish products. We focus on the fish termed “low commercial value fish” (LCVF), which fetch lower prices when compared to well-known fish species. This work was laid out in several different steps: a description of the type of species chosen, an analysis of fish consumer demand and the added value that comes from local identity and from the culture of production and consumption. After a preliminary analysis of Lazio's fish exports the region did not exhibit a competitive advantage in this sector but Lazio shows some productive characteristics that might be extended to several other cases. In particular, it has a productive tradition of fishing. The empirical analysis conducted on local consumers showed a local fish culture in consumption terms that, together with fishing methods, local fish consumption and production characteristics, suggests a promotion and development strategy based on the factors surrounding territorial identity.