From March 3 to 5, the North Atlantic Seafood Forum (NASF) was held in Bergen, Norway, where tilapia emerged as a key topic in the European seafood market. UCN reported that farmed tilapia is increasingly being discussed as an alternative to rising prices of Atlantic cod and Alaskan pollock, which have placed growing pressure on processors and retailers across Europe.

During the event, global tilapia producer Regal Springs supplied 70 kilograms of premium farmed tilapia for the conference banquet. The fish replaced cod in several traditional Norwegian dishes, drawing strong praise from members of the British Fish & Fried Association, who were impressed by the flavor and texture.

Speaking at the forum, Regal Springs CEO Graham Ellis said the timing is ideal to expand tilapia’s presence in Europe, where the high cost of cod is creating serious challenges for processors, retailers, and foodservice operators.

“High-priced cod has caused major problems in the downstream market,” said Ellis. “Our ‘King Tilapia’ product line helps fill that gap and has already received strong interest from European buyers.”

New premium tilapia varieties target European retail and foodservice

Ellis highlighted the company’s focus on large, premium fish designed to meet European consumer expectations. At Regal Springs farms, tilapia are fed high-quality extruded feed and raised using advanced breeding techniques that allow the fish to reach significantly larger sizes.

A new variety called “Emperor Tilapia” can reach 1.5 kilograms (3.3 pounds) in weight. Its fillets weigh about 4 ounces (113 grams) and measure approximately 25 millimeters thick, roughly comparable to the size and thickness of a chicken breast, opening the door to new culinary uses.

Ellis said the company’s strategy is to bridge the price gap between low-cost farmed tilapia from China and Brazil and wild-caught North Atlantic whitefish.

In many developing aquaculture markets, tilapia pricing has historically been constrained by smaller farm sizes, production limits, and inconsistent control over flavor and quality, factors that have slowed adoption in premium markets.

According to Ellis, Regal Springs has introduced new standards covering tilapia farming practices, fish welfare, product specifications, grading, and processing, helping address concerns that previously limited tilapia’s acceptance in European retail channels.

Pricing strategy aims to undercut cod while positioning tilapia as premium

The company plans to price its new tilapia products between €5 and €10 per kilogram, equivalent to approximately US$5.45 to US$10.90 per kilogram. While this price range is significantly higher than typical Chinese tilapia fillets, it remains far below the cost of Norwegian cod and Russian pollock.

“So far, we’ve produced 1 million pounds (about 454 metric tons) of King Tilapia, and the entire volume has already sold out,” Ellis said. “If supply grows, we believe we can scale this category and introduce something truly innovative for the seafood industry.”

UK industry sees tilapia as a strategic alternative to Russian cod

Attempts to introduce tilapia into the United Kingdom market in previous years largely failed. However, the whitefish market has changed dramatically due to shifting supply dynamics and geopolitical pressures.

Simon Smith, Chairman of the British Seafood Federation and Vice President at Sofina Foods, said the industry is actively seeking ways to reduce reliance on Russian cod while maintaining the premium positioning of traditional species.

“We do need to reduce our dependence on Russia while also easing the pressure on cod,” Smith said. “Now is the perfect time to farm tilapia, and as production of farmed whitefish increases, we’re beginning to explore where tilapia fits in the market.”

Smith emphasized that cooperation across the British seafood processing sector will be essential to achieve market acceptance.

“Our factory produces 3 million fish strips per day, and fish strips account for 25% of all whitefish products consumed in the UK,” he said. “Because of that, price is extremely sensitive.”

He acknowledged that Russian whitefish resources remain difficult to replace, warning that a supply disruption would push processors to purchase alternative species at higher prices, driving up overall seafood costs.

Still, Smith believes tilapia could play a crucial role.

“If we can successfully introduce a mainstream species like tilapia, many of these challenges could be addressed. We may never fully replace cod, but we must move in that direction. No company can take the risk alone, but if the industry moves forward together, our efforts will be much stronger.”