Indonesia has vast oceans, yet fish consumption remains low. The government is striving to increase fish consumption through the Movement to Promote Fish Consumption (GEMARIKAN) to boost fish intake and prevent stunting. This study aims to formulate a strategy for the Badung Regency Fisheries Service in implementing the Gemarikan program to prevent stunting in Badung Regency. The research method is a qualitative descriptive method, with data collected through interviews, observations, and documentation. The results were analyzed using the strategic management process theory by Hunger & Wheelen, which consists of: (1) Environmental Observation, (2) Strategy Formulation, (3) Strategy Implementation, and (4) Evaluation and Control. The findings show that the strategy of the Badung Regency Fisheries Service in implementing the Gemarikan program has been running well but has not yet fully optimized public understanding of the benefits of fish consumption. These issues were analyzed using the SWOT Matrix by Rangkuti, which includes: (1) Strengths, (2) Weaknesses, (3) Opportunities, and (4) Threats. This analysis resulted in four main strategic recommendations: (1) Utilizing existing facilities and infrastructure to maximize program socialization, (2) Organizing activities that attract public interest, such as fish-based cooking training and using social media to share educational content, (3) Leveraging available funding sources to maximize the implementation of the program, which currently occurs only once a year, (4) Developing engaging educational materials such as videos, posters, and brochures. This study recommends conducting fish-based cooking training, developing interesting educational materials, and optimal use of social media in program implementation. Abstrak Indonesia memiliki lautan yang sangat luas, namun konsumsi ikan masih rendah. Pemerintah berupaya meningkatkan konsumsi ikan melalui program Gerakan Memasyarakatkan Makan Ikan (GEMARIKAN) untuk meningkatkan konsumsi ikan dan mencegah stunting. Penelitian ini bertujuan untuk merumuskan Strategi Dinas Perikanan Kabupaten Badung dalam pelaksanaan program Gemarikan dalam pencegahan stunting di Kabupaten Badung. Metode penelitian menggunakan deskriptif kualitatif dengan pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil penelitian dikaji menggunakan teori proses manajemen strategi oleh Hunger & Wheelen yang terdiri dari: (1) Pengamatan Lingkungan, (2) Perumusan Strategi, (3) Implementasi Strategi, (4) Evaluasi dan Kontrol menunjukkan bahwa strategi Dinas Perikanan Kabupaten Badung dalam pelaksanaan program Gemarikan sudah berjalan dengan baik namun belum maksimal dalam pemahaman masyarakat terkait manfaat makan ikan. Permasalahan tersebut di analisis menggunakan Matriks SWOT oleh Rangkuti, meliputi: (1) Strength, (2) Weakness, (3) Opportunities, (4) Threat yang menghasilkan empat rekomendasi strategi utama: (1) Memanfaatkan sarana dan prasarana yang ada untuk memaksimalkan pelaksanaan sosialisasi program (SO), (2) Mengadakan kegiatan yang menarik minat masyarakat, seperti menggelar pelatihan memasak berbahan dasar ikan, memanfaatkan media sosial untuk membagikan konten edukatif (WO), (3) Memanfaatkan sumber dana yang ada guna memaksimalkan pelaksanaan program yang hanya sekali dalam setahun (ST). (4) Mengembangkan materi edukasi yang menarik, seperti video, poster, dan brosur (WT). Penelitian ini merekomendasikan mengadakan pelatihan memasak berbahan dasar ikan, mengembangkan materi edukasi yang menarik, dan pemanfaatan media sosial secara optimal dalam pelaksanaan program. Kata Kunci: Strategi; Gemarikan; Stunting; Kabupaten Badung