An Exploration of Aquatic Food Production and Marketing Mix in the Coastal States of Nigeria

This field study was conducted as part of efforts to introduce Integrated Multi-Trophic Aquaculture (IMTA) into Nigeria’s aquaculture system. It examined extant aquatic food production and marketing in three coastal states of Lagos, Ogun, and Ondo before IMTA across 15 Local Government Areas (LGAs) /Local Council Development Areas (LCDAs). Marketing mix practices in coastal aquatic food systems were explored through a structured, qualitative assessment using a multi-value chain perspective. Monthly sales volumes most frequently fell within the 1–5 tonnes range. The local market was dominant, with some sales into the international markets. Respondents asserted that post-harvest was diverse, and some were satisfied with the technology available to preserve their products. Cold storage practices across coastal states were hindered by unreliable power supply. Zero-channel distribution dominated among traders, with over 90% relying on word-of-mouth (WOM) to promote their products. Consumers show a strong preference for the quality of local products and expressed openness to incorporating seaweeds into their purchases. Health benefits and taste were widely recognized as key motivators for purchasing aquatic food products. Findings provide a baseline for IMTA in Nigeria, highlighting existing strengths, market dynamics, and infrastructure gaps that must be addressed to support sustainable integration.