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For consumers looking for value in the fixed shopping budget range of US$ 3¬6, tilapia still remains a value product, despite stiff competition from chicken, beef or pork. Tilapia still has a stable price, it is present all the time and has the right flavour profile.

Tropical Aquaculture, the major tilapia producer from South America, has launched its market promotion by developing an open relationship with retailers. The company is supporting retailers to keep the tilapia in promotional rotation to get to a different price point that makes it more attractive. While Latin American tilapia producers traditionally have served the US fresh market, frozen sales have increased rapidly during 2009, as buyers who previously bought frozen product from China are looking to other regions to avoid consumer concerns over food safety issues there.

The correct positioning of tilapia, by projecting sustainability, gives the consumer the confidence to buy tilapia. Hence, the two largest processing plants of Tropical Aquaculture have been certified under BAP certification while the supplying farm is also under the certification process.

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