Freshwater aquaculture is stimulated by a decline in the natural marine resourte1. Advanced progress has already been achieved in the technical research area, contrary lo research in the economic and marketing areas which were neglected. It is an industry characterized by high risks, lack of structural organization and the absence of an effective marketing system.This research is aimed at addressing the institutional organization and marketing system problems of the industry. The objective is the provision of guidelines for the development of a efficient and effective marketing system. The analysis was based on surveys amongst freshwater aquaculture producers and distributors and surveys of the urban black and white consumers. An analysis of the sea fisheries industry was also done. Trout and barbell (catfish) are the most important commercial freshwater fish species. Producer's risks arc increased by relative large capital investments needed and the unavailability of inputs. Most of the marketing function& arc still performed by the producers themselves and direct consumer marketing is apparently the mosl popular distribution channel. Trout is marketed at a high price as a "luxury" consumer product whereas barbell is mostly marketed to local low income black consumers. There are only a few distributors of aquaculture products. They indicated that there is no real market for these products, but at the same time stress the unavailability of these products. They have no market development or product promotion strategics and exclude the preferences, needs and product education of the consumer from their business strategics. Differences and similarities of preferences, tastes, buying behaviour and consumption patterns towards fish were found amongst the urban black and white consumers. It can be used towards the development of an effective and efficient marketing system as well as feasible marketing strategics.