Abstract
The study analyzed marketing of fresh fish in Kebbi State, Nigeria. Data were generated from samples of 120 fresh fish marketers with the use structured questionnaires between April and August 2019 using multi – stage sampling technique. The Data analysis was carried out using descriptive statistics and gross margin analysis. Results of the study revealed that the major species of fresh fish marketed in the study area include: Cat fish (95%), Tilapia (89.2%), Mud fish (85%), Electric fish (80.9%) and African bony tongue (70.84%), among others. The results further indicated that the fresh fish marketing in the study area is profitable, realizing about ₦ 24, 777.12 with an average marketing margin of 35%. In addition, it was found that fresh fish marketing in the area is efficient with a value of 0.31. The problems faced in marketing fresh fish in this area include: lack of storage facilities (96.7%), insufficient credit (90%), lack of standard unit of measurement (80.83%), roads linking the markets are not good (77.5%), lack of stable electricity (62.50%) among others. It was recommended that marketers should form cooperatives to attract attention from government while government should provide incentives in the form of storage facilities and credit at low interest to fresh fish marketers in order to boost their profit.

Key words: Fresh Fish, Marketing, Profit, Efficiency, Kebbi State