Mathematical models for simulating and optimizing aspects of supply chains such as distribution, planning, and optimal handling of raw materials are widely used. However, modeling based on a holistic chain view including several or all supply chain agents is less studied, and food-related aspects such as quality and shelf-life issues enforce additional requirements onto the chains. In this article, we consider the supply chain structure of the fish industry. We discuss and illustrate the potential of using mathematical models to identify quality and value-adding activities. The article provides a first step toward innovative supply chain modeling aimed to identify benefits for all agents along chains in the fish industry.