Keep IT Cool, supported by Google, introduces a cutting-edge cold chain-powered smart distribution platform. This technology-driven solution provides proximity-based cold chain services to underserved fisherfolk and traders in East Africa, incorporating innovative business models and off-grid and on-grid cold chain solutions. The platform is designed to minimize post-harvest losses and enhance market access. Through Markiti, small-scale farmers can directly sell to consumers, reducing costs and bypassing intermediaries, thereby improving the supply chain by an impressive 98%. Additionally, the platform contributes to environmental sustainability by cutting carbon emissions by 51% (69 tCO2e). This is achieved through strategies such as reducing food waste, deploying solar-powered coolers, and using hybrid trucks to enhance logistics in the fishery value chain.