There have been many market surveys completed on different portions of the well described large market for warm water marine baitfish retail, however none have been fully comprehensive of all marine baitfish species or been completed on a statistically significant number of licensed retailers until now. We will describe the limitations of previous published surveys and how this one was designed to be fully comprehensive of the entire retail market. This survey fills in many holes, fully describing the current and potential market for all warm water marine baitfish in the state of Florida. This information is invaluable in accurately representing the market, its growth potential, and dispelling myths perpetuated by the limited surveys of the past. As commercial warmwater marine baitfish producers ourselves, it was important to complete this survey accurately and distribute the results rapidly to our current and future hatchery customers in an aim to recruit more grow-out producers into this aquaculture industry. This survey was completed in cooperation with Florida Fish and Wildlife and with funding by the Gulf States Marine Fisheries Council.