Keep IT Cool (KIC) connects smallholder fisherfolk directly to retail markets, cutting out a complicated chain of middlemen. They provide decentralized, solar-powered cold storage boxes on both ends of the supply chain (fish landing sites and retail locations), as well as refrigerated transportation trucks to move product end-to-end. Additionally, Keep IT Cool brings significant value to the marketplace through their online platform called Markiti. The platform allows retailers to order fish and other protein deliveries. This stream of data provides predictable demand for fisherfolk, which normalizes cash flow while providing reliable supply for retailers.