With the gradual improvement of residents’ income level, the market demand for fresh food freshness is growing day by day, and the pursuit of quality is constantly improving. Due to the unique tropical Marine climate, Hainan has a large number of fresh food, such as mango, dragon fruit, lychee and golden passion fruit, which are popular in domestic and foreign markets. When winter comes, fresh food in Hainan has entered major cities in the mainland. However, compared with other coastal provinces, Hainan still has shortcomings in local economic development, especially in optimizing the fresh food supply chain. It faces challenges such as shortage of funds and weak technical strength, which makes it difficult to meet consumers’ demand for high-quality fresh food. At present, Hainan Free Trade Port is in the golden period of development. In the face of challenges and problems as well as huge market demand, it should seize the opportunity, rely on local characteristics, optimize the fresh food supply chain system, give play to its own advantages to avoid disadvantages, and build a management system with local characteristics.