India is among the leading producers of dry fish globally, yet the fishing communities that produce it remain among the most economically undervalued workers in the food system. This article draws from direct field observations among dry fish producer communities along the Odisha coast, where a compelling paradox was witnessed ? producers who have willingly adopted improved hygienic practices in dry fish preparation continue to receive the same low market price as those using traditional methods. The improved practices include elevated drying racks, insect-proof netting, clean water washing, proper salt management, and food-grade packaging. Despite this visible quality difference, the absence of consumer awareness, inadequate retail penetration, and limited market linkages prevent producers from earning a price premium for their efforts. The situation is further compounded by the selectively non-vegetarian food culture prevalent in Odisha, which makes mainstream retailers and supermarkets reluctant to stock dry fish prominently. As a result, hygienic dry fish reaches consumers only through select local shops, government exhibitions, and directsale events ? channels too limited to sustain livelihoods or drive lasting market change. This article argues that bridging the awareness gap between producers and consumers, through labeling, certification, market linkages, and community storytelling, is essential to making quality dry fish production economically rewarding and sustainable.