The South American fish paiche was barely known just a few years ago, and though it's slowly gained recognition, a nationwide listing at Whole Foods inked with Florida-based supplier ArtisanFish is about to give it a much higher profile on the US market.
ArtinsanFish owner and founder Adrian Burstein told IntraFish the exclusive Whole Foods roll-out nationwide includes point-of-sale material, banners, recipes and blog entries from the Houston-based retail giant's marketing team.
For Burstein, the listing is more than just a sales win, it's a huge opportunity for the fish to become a well-known species on the US market, and move into the foodservice sector as well.
"We're
