Tilapia giant Regal Springs is continuing to take the tack of positioning its fish as a premium, more sustainable option in its efforts to gain a larger share of the European market, in contrast to the low-cost, high-volume strategy other suppliers have used in their largely unsuccessful attempts to gain traction.

Regal, the world's largest integrated tilapia producer, has built its business in the US market in large part by delivering premium fresh product, and offering sustainability credentials rivals pushing in much higher volumes haven't had.