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Fish consumption and marketing has become an essential phenomenon due to the increasing appreciation of the health and the economic benefits of fish to households in Ghana. Given this, the study sought to identify the pattern of fish consumption and distribution channels using semistructured interview guides, administered to fifty (50) consumers and fifty (50) fish traders. Data obtained were analyzed using the Statistical Package for Social Sciences (SPSS). Scomber japonicus, Sardinella aurita, Trachurus trachurus and Clarias gariepinus were the most preferred consumed fish. The majority of consumers preferred smoked fish to other fish products based on taste, flavor, shelf life, and wholesomeness in diets. Based on the findings from the binary logistic model, educated respondents as well as respondents below 20 years could be more prone to calcium deficient diseases, particularly in the absence of supplementary sources of calcium in their diets. Fish traders purchased their fish products from Sunyani, Yeji, Techiman, Cape Cost, and Buipe. The study showed that simple and complex marketing and distributing channels for frozen and smoked fish products, respectively. The main challenge encountered by fish traders and Original Research Article Foli et al.; AJFAR, 10(1): 28-39, 2020; Article no.AJFAR.60698 29 consumers was fish spoilage. Fish traders should be schooled on proper fish handling techniques to reduce the rate of fish spoilage. Sensitization programs regarding the consumption of fish products entirely must be promoted among consumers.

Pattern of Fish Consumption and Fish Distribution: A Study on Sunyani Municipality, Ghana