We consider the Danish fishing industry from a holistic viewpoint, and give a review of the main aspects, and the important actors. We also consider supply chain theory, and identify both theoretically, and based on other application areas, e.g. other fresh food industries, how optimization and simulation can be applied in a holistic modeling framework. Using the insights into supply chain theory and the Danish fishing industry, we investigate how the fishing industry as a whole may benefit from the formulation and use of mathematical optimization and simulation models. Finally, an appendix illustrates how a mathematical programming model may be designed to improve the planning of the fishing efforts for a group of fishermen.