In Pazar district, Rize, a fisherman named Turgay Şimşek launched a special Ramadan campaign, slashing the price of horse mackerel from 75 TL to 25 TL per kilogram. This led to long queues at his stall and the fish, often referred to as 'dry beans of the sea', sold out rapidly. In just 40 minutes, Şimşek sold 40 cases of fish, weighing a total of 600 kilograms.