Food chain analysis is becoming a useful instrument to increase efficiency. We focus the attention in the fish sector looking at the links from consumer to wholesalers in the region of Madrid. In order to get adequate information we developed face to face enquiries to the consumers, retailers and wholesalers. The analysis of the Madrid market give us a useful approach of the national and international sector, due to the fact that Mercamadrid is the biggest fish wholesale market in Europe, and the consumption in Madrid is representative in many ways of the Spanish market. Finally there are some conclusions and recommendations oriented toward the stakeholders.