An important theme for regional revitalization is the strengthening of the fishing industry. Aiming at this, implementation of measures to improve fish catches and refrigeration technology has proven so successful that we have reached a stage where catch limits are now being imposed. With these limitations in place, quality has become a more important focus in product assessment. In this article I will introduce how in Nakatosa Town, Kochi Prefecture, slurry ice technology has been employed for freshness preservation to create a brand fish, and also propose a distribution method for fresh seafood appropriate to the new age.