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PurposeThe objectives of this paper are to analyze the drivers of smoked marine fish prices and examine the challenges along the value chain to inform policy.Design/methodology/approachThe study relies on cross-sectional data from 158 fish smokers, 100 wholesalers, and 120 retailers in Ghana. The challenges faced by the actors along the chain are identified and ranked using Kendall's coefficient of concordance. The three-stage least square estimation approach is employed to control for endogeneity resulting from the simultaneous equations for prices of different fish types and their substitutes.FindingsThe results reveal that marketing experience, the extent of competition, price of substitutes, payment terms, and variable cost items, such as transportation cost and storage charges, are key determinants of smoked fish prices along the value chain. Lack of access to credit is the main constraint to the marketing of smoked marine fish, irrespective of the actor or the fish type.Originality/valueMany studies have established the linkages between fish consumption, prices, and food security in the literature. However, there is a dearth of information on the responsiveness of fish prices to changes in the market and seller-specific factors to drive policy to stabilize prices along the value chain.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-09-2021-0566