Abstract
This article discusses how cultural, technological, and social factors contribute to the restructuring of the Spanish salted fish markets and production systems. The analytical principles used are institutional, evolutionary socio-economic theories on cultural, technological, and social change. The main question formulated is whether Spain, as a traditional salted fish consumer market, is more influenced by technology and supplier strategies than by cultural aspects and consumer traditions. The strategies of Icelandic salted fish suppliers, better preservation systems, and new salting methods seem to have influenced the restructuring of the Spanish salted fish market more than cultural factors. Nevertheless, without the Spanish tradition for salted fish, the new light salted fillets and the desalted products would most likely not have been accepted by consumers.
