| Summary: | This field study examined extant aquatic food production and marketing in the 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 range of 1–5 tonnes. The local market was dominant, with some sales in the international markets. Respondents asserted that post-harvest processing 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-level channel distribution dominated among traders, with over 90% relying on word-of-mouth (WOM) to promote their products. Consumers showed a strong preference for the quality of local products and expressed openness to incorporating seaweed into their purchases. Health benefits, taste, and other reasons for purchase decisions varied significantly across the state χ<sup>2</sup> (df = 8, <i>n</i> = 300) = 92.39, <i>p</i> < 0.001. These findings provide a baseline for IMTA in Nigeria, highlighting existing strengths, market dynamics, and infrastructure gaps that must be addressed to support sustainable integration.
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