The United States and Canada are currently the largest western markets for the fish, but market leaders Tropical Aquaculture and Regal Springs both believe the fish has a significant role to play in Europe.

“We're selling more and more to the retailer market in Europe and it is increasing enormously. There's quite a big potential,” said Irina Bakija, European sales director at U.S.-based Regal Springs. She said the outlook for tilapia in Europe is extremely positive.

“We could double the range but unfortunately we haven't enough fish.