A proposal was made to establish a distribution and communication system to make it possible· for retailers in the Midwest to have a dependable supply of_ fresh coastal fish., so that all members of the marketing channel would receive a higher return. This assumption is based on there being a greater demand than the supply and a preference for fresh fish over other forms. This study indicates the results of a Sea Grant project to determine the feasibility of such, a system. It also shows. the barriers present and possible lack of need for such distribution in the present market situation.
