Abstract
Carp fishing economy in Poland has a centuries-old tradition. However, in the last decade, as a result of changes in global market trends, this industry has experienced stagnation. Still, the elimination of this niche industry may have painful consequences for the entire ecosystem and biodiversity. Hence, every effort should be made to protect and maintain the status quo. The aim of the article is an attempt to show that the development prospects for the carp market in Poland are limited, especially in the face of little interest in carp consumption by young adult consumers, who will create the demand for carp in the near future. The remedy may be to change the image of the carp together with a territorial marketing strategy that would be consistent with the preferences of the young generation. The research was conducted on the basis of a critical analysis of the literature of the subject, focus studies, questionnaires and a case study.